The model stock plan

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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.

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Document type:: Monograph

Structure type:: Chapter

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

Collection:: Economics Books

172 THE MODEL STOCK PLAN The time is coming reasonably soon when the department- store chains and voluntary chains of individual stores will use the Model Stock Plan intensively. They will be forced to it, because the single-line chains will eventually begin to advertise that on account of their concentration on single lines they can give customers better values. Then the other centralized chains and the voluntary chains will have to show that by their organization they are just as effectively concentrated on each single line as are the single-line chains. These other chains will advertise, too, the advantage to the customer of being able to find in their complete stocks not only as good values as, or better values than the goods that the single-line chains offer but also complete stocks at equally attractive prices of the same kind of goods at other standard- ized prices and in every desirable style. The eventual outcome will probably be that the single- line chains will get together and will do business in what are essentially department-store buildings.! The exceptions, of course, will be those single-line chains such as chain gro- ceries, which do practically all their business in convenience goods best adapted to small stores in neighborhood trading centers. Our purpose in following our declared advertising policy is definite. We shall strengthen the conviction of our regular customers that ours is the best store in town for them to trade with. Our prices and our complete stocks of wanted merchandise will stand squarely behind our claim. No stores have yet been able to advertise truthfully that all of their stocks every day have the right styles at the right prices. Our advertising will, it is plain, often be distinctly of the kind known as ‘“institutional” advertising as contrasted with advertising intended to make sales only of the merchan- dise mentioned in the advertising. Under the Model Stock Plan even our price or special novelty and style goods adver- tising will, in effect, be institutional advertising resulting raiser EET lL See also Chapter XI, p. 162.

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