The model stock plan

Bibliographic data

Monograph

Identifikator:: 1820833348

URN:: urn:nbn:de:zbw-retromon-210730

Document type:: Monograph

Author:: Filene, Edward A. http://d-nb.info/gnd/123562244

Title:: The model stock plan

Place of publication:: New York

Publisher:: McGraw-Hill Book Company

Year of publication:: 1930

Scope:: xiv, 253 Seiten

Digitisation:: 2022

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

Chapter

Document type:: Monograph

Structure type:: Chapter

Title:: Chapter XII. Publicity that meets and beats competition

Collection:: Economics Books

PUBLICITY THAT BEATS COMPETITION 169 mean more complete stocks and better advertising, we right the failure to sell, we atiain the required volume of annual sales, and solve the whole problem along with it. This does not, of courseggnean that we can use a formula to determine how much advertising we must do under the Model Stock Plan to attain a given volume, but there must be enough effective advertising to turn complete stocks a profitable number of times. This figure must vary with the individual business, with the line of business, with the strength of the local and neighboring competition, with our own store’s relative standing in our city or town. In advance we can feel sure of just one set of facts: 1. Under the Model Stock Plan our advertising will be more effective than ever before, because for the first time itis based on definite facts and standards that lead to the greatest practically possible results from advertising. 2. Tt will be more effective than that of competitors who are operating on opinion instead of on facts. 3. Fot the first few months after we adopt the Model Stock Plan and go hard after a larger sales volume, our advertising may be less effective than it will be by the time customers have learned that every day is bargain day in styles as well as prices all through our store. Under the Model Stock Plan we make greater total profits through cooperating with our customers by offering them the goods they want at the prices they are most willing to pay. And as we have seen, the one best way to attain the greatest total profits and the most rapid sound growth over a period of time is by increasing the goodwill of the public toward aur store. We also know that, assuming at least equally good style and taste and general quality in our complete stock of goods, price is the determining factor in building goodwill. People want complete stocks of attractive merchandise to choose from. But the greatest number of customers will not con- tinue to trade with a store where they find they have to pay higher—even just a little higher—for the privilege. Com- plete stocks and good values, then, have the strongest appeal

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