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

182 THE MODEL STOCK PLAN 75 or 50 cents tends to make the customer believe that our regular prices were too high or that something is wrong with the goods. (The only thing we might more effectively do to undermine customers’ confidence in our regular prices would be to advertise that we shall sell our $1 goods “today only” or “this week only” for 75 or 50 cents.) Under the Model Stock Plan the marked-down goods, which make such attractive additions to the next lower full line, which is itself composed of carefully selected and attractive merchan- dise, must draw trade to this line. Then there is no need of any reference, in our advertising, to the fact that they are marked down. For if they were properly placed and good values at the higher full-line price, a description of their qualities and an offer to sell them at the next lower full-line price would be most convincing and have adequate drawing power. Under the Model Stock Plan such basically weak advertis- ing as “for today only” or “for this week only” is not called for; it is also contrary to all of the Model Stock Plan’s principles. Such temporary bargain appeals are manifestly defects in any kind of advertising; but they are impossible under correct Model Stock Plan advertising. Most merchants doing business along traditional lines of merchandising instead of by the Model Stock Plan firmly believe in the traditional style of retail advertising; otherwise they would not annually spend such great sums in using it. But this kind of advertising is profitable only because most of the other stores are doing little or no better. Let a Model Stock Plan store employ really strong advertising methods to back up its sound merchandising methods, and the disadvantages of the traditional advertising will be forcefully and painfully brought home to its competitors. No one of us could keep on using such weak methods unless our competitors were doing the same foolish things. Inci- dentally, of course, the more of unprofitable bargains a store offers the more surely must the rest of its prices be too high. The losses on unprofitable bargains must be made up elsewhere.

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