230 Marketing Methods
230 .marketing Methods Get It Exactly Right. Literally, Hundreds Of Times The Company Thought That The Product Was Ready For The Market, Only To Find That After Exhaustive Tests Had Been Made Some Changes Were Still Necessary. It Is Conunon Knowledge That The Inventions Of Mr. Edi Son Have All ...
Development Of Modern Marketing
Development Of Modern Marketing 1. Period Of Vo Exchange.—we Can Understand Modern Marketing Only By Knowing The Conditions Out Of Which It Has Grown. From The Standpoint Of Marketing There Have Been Three Periods In The World's Commercial History. The First Was The Period Of No Exchange. Each Family Was ...
Mail Order Competition 1
Mail-order Competition 1. Competitive Strength Of Mail-order Houses In General.—mail-order Selling Has Certain Elements Of Competitive Strength. These Elements Should Be Borne In Mind Both By Those Who Use The Mail-order Method And By Those Who Oppose It. By Duly Con Sidering These Elements Of Strength The Manufacturer Or Dealer ...
Protecting The Manufacturers Good Will
Protecting The Manufacturer's Good-will 1. Good-will And Price Maintenance.—by Making Zt Good Product, By Advertising, And By A Long Period Of Fair Dealing With His Customers The Manufacturer Gradually Attracts To His Goods And To His Business A Certain Amount Of Popular Interest And Approval. This Good-will Is Often The ...
Reaching The Market 1
Reaching The Market 1. Lack Of Standards In Selling.—all This Prelimi Nary Study Helps The Man With Something To Market To Reach The People Who Might Buy It. It Is The Foun Dation On Which The Campaign Must Be Built. When The Time Comes To Use The Information That Has ...
Retail Competition 1
Retail Competition 1. Retailing Prior To The Civil War.—before The Civil War, Retailing In The United States Was Very Simple. There Were Only A Very Few Department Stores; Chain Stores Were Almost Unknown; The Mail Order Bugaboo Was Not Yet Threatening The Small Dealer; Cooperative Stores Were Too Rare To ...
Selling To The Consumer
Selling To The Consumer 1. Magnitude Of Retailing.—the Selling Of Goods At Retail Is The Most Common Fact In Business. The Word Business Itself To Many People Carries With It Only The Idea Of Retail Merchandising. A Generation Or So Ago If A Boy Was To "go Into Business," About ...
Study Of The Market
Study Of The Market 1. What Is Meant By The Market?—the Study Of The Market Follows The Study Of The Product. The Market, For The Purpose Of This Study, Is Made Up Of Those People Who Chiefly Influence Demand. Even For The Manufacturer Who Sells Thru Jobbers And Retail Ers, ...
Study Of The Product
Study Of The Product 1. Importance Of Trade Relations.—the Plan For A Marketing Campaign Must Include The Study Of A Great Many Things. In The First Rank In Importance, Altho Not Necessarily First In Point Of Time, Is The Study Of Trade Relations. This Study Enables The Man With Something ...
Substitutes For The Middleman
Substitutes For The Middleman 1. Modern Tendency.—in The Preceding Chapters We Have Noted The Present Tendency In Marketing, For Manufacturers To Get As Close As Possible To Their Ultimate Market, And To Pare Down The System Of Dis Tributing Thru Middlemen As Far As Is Consistent With Economical Selling. This ...
The Case For Price
The Case For Price Maintenance 1. Other Arguments In Opposition.—in The Pre Ceding Chapter Those Arguments Have Been Presented Which Seem To Be The Strongest That The Opponents Of Price Maintenance Have Offered. To Each Of Them, As Has Been Shown, There Is A Counter-argument Offered By Those Who Believe ...
The Chain
The Chain" Store—continued 1. Price Advantage.—the Size Of The Chain-store Systems And Their Peculiar Advantages In Buying Give Them Certain Advantages In Selling. One Of These Sell Ing Advantages Has To Do With Prices, And The Other With Service. The Average Consumer Believes That All Chain-store Prices Are Low. Prices ...
The Chain Store 1
The Chain Store 1. Rise Of The Chain Store.—the Newest Competitive Factor In The Retail Field Is The Chain Store. Quietly, Without Ostentation, The Foundations For The Chain Store System Of Retailing Were Laid Almost As Far Back As Civil War Times When The Great Atlantic And Pacific Tea Company ...
The Complete Campaign 1
The Complete Campaign 1. Price.—one Of The Most Important Steps In Plan Ning The Campaign Is The Price To Be Charged For The Product. So Important Is A Right Price That It Is Some Times Considered Even Before Sales Channels. On It Depends Gross Profits, And Out Of Gross Profits ...
The Cost Of Competitive
The Cost Of Competitive Selling 1. Criticism Of Marketing Methods.—the Cost Of Marketing Is Attracting The Increasing Attention Of Press And Public. Recent Years Have Seen Large Ad Vances In The Cost Of Staples And Luxuries Alike. In The Desire To Head Off Further Advances And To Find The Reason ...
The Field Of Marketing
The Field Of Marketing Methods 1. Two Parts Of A Campaign.—when A Sales Cam Paign Is Launched The Men Toward Whom It Is Directed May Feel Its Influence In Two Ways. If The Seller Takes Advantage Of All Possible Methods Of Appealing To The Market, The People Who Compose The ...
The Jobbers Service 1
The Jobber's Service 1. Jobber's Service Little Understood.—we Have De Fined A Jobber As One Who Buy-s, Usually In Quantities, For The Purpose Of Selling The Same Goqds Again, With Out Alteration To Other Dealers. The Consumer Seldom Knows Him. The Average Individual Who Is Not En Gaged In Merchandising ...
The Jobbers Status 1
The Jobber's Status 1. Jobber Not To Be Abolished.—there Is A Constant Ly Increasing Number Of Manufacturers Who Decline In Whole Or In Part To Take Advantage Of The Jobber's Services And An Equal Number Of Retailers Who Prefer To Make Their Purchases Direct From The Manufacturer. Before Investigating The ...
The Private Brand Problem
The Private Brand Problem 1. Old-line Jobber.—some Of The Reasons For The Growth Of Direct Manufacturer-retailer Relations Ap Ply To The Old-fashioned Jobber Who Has Not Altered His Classic Functions. These Are The Reasons That Have Been Discussed In The Preceding Chapter. Another Elass Of Reasons Arises From A Change ...
The Retailer And National
The Retailer And National Advertising 1. Problem Of Buying Connections.—in The Rela Tions Existing Among Manufacturers, Jobber And Re Tailers An Important Source Of Misunderstanding As Well As An Important Opportunity For Effective Coop Eration Is National Advertising. In All Lines Of Busi Ness The Dealer Is Continually Solicited To ...
The Rise Of The
The Rise Of The Mail-order House 1. Significance Of The Mail-order Movement.—sell Ing By Mail Has Developed To Such An Extent That It Af Fects Everybody Who Has Anything To Do With Buying And Selling. To The Consumer It Means The Oppor Tunity To Buy Ulm New Channels, Which, Either ...
Trade Factors And Trade
Trade Factors And Trade Channels 1. Trade Factors In General.—trade Factors Are The Cogs In The Machinery Of Marketing. They Are The Things That Have To Be Considered Prior To The Actual Selling Campaig,n By Everyone Who Has Anything To Sell. They May Be Grouped Under Three Heads: The Goods ...