The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1912-02-05
ADVERTISING Talks
BY WILLIAM c. FRDE14AN

Marshall Field & Co, of Chicago. in a
recent business editorial told many souno
benefit of young merchants particularly.
and also for older merchants who DO not
yet see the failacy of running their ousi-
ness on the bargain idea:
Look into any retail business, large
or small, and it will be found that 1t Is
governed by either one or the other of
two basic IDEAS
'-First-The bargain idea
''Second-The idea of service
1.-The bargain idea is put first because
it is SO old historically. 1t goes back TO
dim centuries when the merchant was a
peddler. selling from pack at markets
and fairs. His profits depended ldrSeIy
on the gaudiness and the apparent cheap
ness of his goods, and his skill at double
dealing.
.Of course. his methods were such that
nothing but Improvement was possible.
yet the merchant of today who is we'd
ded to his bargain idea stun undertakes
public intelligence. lie assumes lhdt
penny-saving is the chief object of people
purchasing goods. Hen centers erort on
buying merchandise that will be tempting
by reason of the bare prices he can mark
upon it.
Value and quality are taken into &C
count last of all-someumes never ms IN.
sort of merchant offers the pubic a as
connected string of 'price-sensatons-
Yesterday it was marked-doWn llDpons,
today bargain shoes, tomorrow terrlflc
slaughter in clothespins- erything is
haphazard, and stocks have little rela-
ton to the wide needs of the modern ram
1ly-
But a merchant guided by the service
idea, on the other hand, has broad con
ception Of the public's intelligence, sees MS
community's needs as a whole, ana UNDER
stands his own function in IT,
He knows that customers weigh points
of value as we'll as prices-purity, durabil-
ity appearance, convenience, originality
He searches the world for the latest ana
most beautiful products. Even though ne
has but a small establishment, MS STOCKS
will be complete, representative, ADEQUATE
to meet the whole demand in his line or
the average family, and they VIII pc
maintained with a view TO progress "
that line Shopping is made agreeable
Growth and reputation come from Gus
toners satisfaction after goods are IN
use and price forgotten.
grained in American merchandising. II
dominates nine retail concerns IN every
ten and is q subtle commercial tallacy,
d3fficult to keep out even where a bust
ness is rigidIy held to principles of ser
vice. Ideals may be clear, yet doubts
some rival, appealing to the public on
cheapness alone may seem to be gaining
an advantage In a given case there VIII
be a feeling that the public cannot ne
trusted to distinguish value There Is al
ways the temptation to rest the case on
cheapness Just this once. let value take
care of itself, and cater to the desire Tor
crowds That tendency has to be fought
constantly, consistently and vigorously
But the bargain idea in its general
acceptation is certainly passing away. II
an article said to be worth a dollar IS
offered at 20 cents. there is exactly 80
cents in value missing somewhere Hap
hazard bargain-hunting is steadily giving
way to intelligent, constructive econom-
icaI buying for the needs of the home.
such a policy always wins for bust
ness the great test measure of confidence
on the part of the people Nobody dues-
tons the success of Marshall Field & CO.
or the high character of the store
This firm sets a very good example. Tt
is easy to succeed by giving service-by
advertising truthfully
(To be continued)