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 III. What is a Model Stock?

Collection:: Economics Books

WHAT IS A MODEL STOCK? 49 each class of goods, each full line in which there are enough pieces of merchandise similar to the BB to make comparison worthwhile. Obviously, then, we must have BB’s in all full lines. A few BB’s scattered indiscriminately here and there will not do. There must be enough to perform prop- erly the function for which they are created. Tt is probable that the number will not be too large a pro- portion of all lines. There is no danger that we shall do all our business on our BB’s. It is hardly possible to imagine a BB in any diversified line that will sell to every customer, no matter how extraordinary a value it may be. If the department buyer builds up his full line according to the method we have laid down here, he need not be afraid that his BB will sell to the exclusion of the other items in the line. We shall find that one good way to utilize the BB’s will be to appoint several salespeople in each department to sell nothing else but the BBs. Then we shall take the rest of the department, with perhaps five times as many salespeople, and help them to sell the rest of the line against the BB’s. A final question that arises about. BB’s is the extent to which their complete use will affect profits—adversely, the inquirer usually puts it. The sale of great quantities of the BR is the best advertisement our store can have. Iama great believer in newspaper and magazine advertising. It is by such advertising properly done that the foundation is laid for mass selling, which is the most profitable selling. But the final effectiveness of the advertising depends on the value and attractiveness of the goods. Newspaper advertis- ing is not a complete transaction. It is only the beginning, and the transaction is not completed until we get as many as possible of our unusual values and unusually attractive goods into as many homes as possible. The BB’s in no way tend to reduce legitimate profits. Every growing store offers “bargains.” These are generally Tita a good many speeches and magazine articles I have emphasized the publicity commandments which I have called Rules for Success in Adver- tising. They are discussed fully, along with the whole question of publicity— including advertising, window display, interior display, and so on, under the Model Stock Plan—in Chap. XII, p. 164.

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