GREATER PROFITS FOR EVERY BUSINESS 21x 
aseful in extending the European market for American goods. 
Also I had in mind that the comparatively small sums spent 
in Europe by hundreds of thousands of third-class tourists 
would make a total large enough to increase Europe’s buying 
power of our goods and also help “transfers.” 
By reasoning it out directly along the lines of the Model 
Stock Plan, I came to the method that would make a 
European trip available to Americans at “the cheapest 
full-line price.” Then I presented this novel plan at the 
annual meeting in Washington of the men interested in 
shipping. 
The result was the gradual adoption of the cheapest full- 
line idea, “tourist third class,” which is essentially trans- 
atlantic passenger transportation “at the lowest price at 
which it can be produced in quality high enough so that cus- 
tomers will buy it again and again.” The accommodations 
now available in this class are filled to capacity during the 
summer. There are millions of people in the United States 
who have been prevented from going to Europe only because 
it has not been within reach of their pocketbooks, and they 
will go again and again if the prices are what they can afford 
to pay. 
This application of the Model Stock Plan’s full-line price 
principle has not been carried to its fullest possibilities, 
because many of the shipowners and ship executives as yet 
have not altogether comprehended how the Model Stock 
Plan applies completely to something apparently so different 
from a business that does its trade on a stock of merchandise. 
Because passenger transportation is a service and not goods, 
T1We now find transatlantic passenger travel developed exactly on the 
basis of the full lines of the Model Stock Plan. Tourist third is the cheapest 
full line. First class is the highest-priced full line. De luxe departments are 
repyresa 8a by a number of ships that cater to the de luxe traveler. The best- 
selling full line is represented by the cabin ships, which are potentially the 
best-selling full line, although they are not yet statistically the best-selling 
full line because there are not sufficient cabin ships to accommodate the 
great number of passengers who would like to use this service. The trend 
toward more generous cabin accommodation is seen in the steady conversion 
of ships into this service, the SS. George Washington being the most recent 
conversion as this is written. While progress along this line has been fairly 
rapid, it will be much more rapid as ships not specially built for this most 
profitable type of service become obsolete and are replaced with new ships.