Die Theorie der Volkswirtschaft

Bibliographic data

Monograph

Identifikator:: 892769734

URN:: urn:nbn:de:zbw-retromon-76808

Document type:: Monograph

Author:: Maslov, Petr http://d-nb.info/gnd/123876184

Title:: Die Theorie der Volkswirtschaft

Place of publication:: Leipzig

Publisher:: Verlag von Arthur Kade

Year of publication:: 1912

Scope:: 1 Online-Ressource (VIII, 293 Seiten)

Collection:: Economics Books

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

PUBLICITY THAT BEATS COMPETITION 179 As part of our regular interior display we may need to have » reasonably permanent place for the display of de luxe department merchandise in the full-line departments han- dling the same class of goods. Thus the customer who buys highest-quality goods elsewhere is directed to the place in our store where she can get as fine and as exclusive articles as any de luxe store can offer her, and at great savings. We can also make greater total profits for our Model Stock store by using some of the main-floor display space for interior displays of goods from upstairs departments. If in this way we tell customers effectively enough that there are unusually attractive goods upstairs, they will go upstairs. Thus we draw customers to the complete stocks on upper floors by effective displays on the first floor. It is to be remembered that the Model Stock Plan’s prin- ciples lead us to avoid harming our store by displaying on the first floor cheap goods which are trashy or in bad taste and which constantly keep customers from going to the upper floors for the finer goods for which they may have come; likewise, we must avoid displaying goods whose main or only virtue is cheapness in the aisles and departments that customers must pass on their way to the other departments where the finer goods are sold. This does not mean that it is harmful to show extraordinary values. But, partic- ularly at the beginning of the season, these extraordinary values should not be something that the department buyer merely happens to buy as a bargain. He must make it his business at that time to do a creative job of obtaining goods that will be real bargains in his highest-priced full line. We recognize in the downstairs display of merchandise from upstairs departments an inherent part of the Model Stock Plan, because it is an effective means of reminding customers how complete a stock we carry. Much the same idea—good circumstantial evidence that such displays are effective—is seen in the lobby displays of merchandise for upstairs shops in buildings given over to such shops. Also, many hotel lobbies and corridors have interior displays for shops in the hotel building. In Europe, and to a less degree

Access restriction

Copyright

fullscreen: Die Theorie der Volkswirtschaft

Monograph

Table of contents

Download

Monograph

Chapter

This page

Image fragment

Citation links

Citation recommendation