The Manchester journal. [volume] (Manchester, Vt.) 1861-current, 1916-05-18

alse pretenso In Merchandising q
Praetieed by Big City Stores Is Meth
cd Used 10 lnjure Small Dealers an,
TO Destroy Small Towns-Dishoncst,
Can't Benefit Consumers.
Tho true competition is between
rival articles, a competition in es-
cellence, which can never be main
tanned IL, through the pertdy OF
the retailer who cuts prices for
his own Interior purposes, the
manufacture is forced TO compete
in prices with goods Of his own
production, while the retailer re-
coups his losses on tho cut price
by the sale OF ether articles at, or
above, their reasonable price. IT
is A FALlAcY TO ASSUME
THAT THE PRICE CUTTER
POCKETS THE LOSS. THE
PUBLIC MAKES 1T UP ON
OTHER PURCHASES. Fixing
the price on all brands of high
grade flour is very different thing
from fixing the price on one brand
Of high grade flour. Tho one
means destruction Of all competi-
ton and Of all incentive to in.
creased excellence. The other means
heightened competition and inten-
sified incentive to increased es-
cellence.
This language. used by the supreme
court of the state of Washington In a
decision of the case Of the
Fisher FIGURING Mills Co. versus c. A..
Swanson, clearly sets forth the inter
est the consumer has IN maintaining
the highest form OF competition-that
Of quality. Competition In price re-
suits In Inferior quality and the evil
Of substitution. Dishonest advertisers
use cut prices on standard and widely
known merchandise TO lure customers
into their establishments, where an
effort will be made to sell anonymous
goods
The genuine bargain is used as bait
TO spread the Impression that all mer-
chandise is sold at the same low mar.
gin of profit. If this impression can be
created the cut rate merchant can sell
unknown goods at as high a figure as
ais conscience will permit him to
,harge and his conscience Is elastic.
Nearly every mans is more or less so
where profits are concerned.
Bill - DrnAarA tba DnkIir
Representative Dan V. Stephens of
Nebraska and Senator William r. Ash
lrst of Arizona have introduced IN
"a bill TO protect the public
against dishonest advertising and false
)retenses in merchandising" A SINH
ar measure was introduced in the last
congress- by Representative Stevens Of
Sew Hampshire
1t ought to be automatic that the pub
lie cannot profit through dishonesty or
through false pretenses. The indiyid
la may make a pecuniary gain,
hicyes. burglars and confidence men
occasionally escape paying the penalty
y lutlI VI lbto anu llt I'' illdiIA btN-
er off. But the public, the victims of
he successful criminals. loses.
The Stephens-Ashurst bill provides
or standard and uniform prices on ar
icles sold under Il trademark or spe-
ial brand, with the widest possible
for buyers and sellers. Oppo-
ents of the bill-adherents of dishon
st advertising and users Of false pre-
enses in merchandising de-
Jared that it will encourage monopoly
nd prevent competition. They have
ried to make consumers believe that
will increase the cost Of living, that
will raise the price of everything
old in any sort Of store.
No Monopoly Possible.
The bill does not encourage monop-
ly, because producers who have mo-
opoly Of any particular line or who
lake an agreement with competitor
} maintain prices are barred from
liking advantage of the privilege OF |
reventing discrimination by contract |
" for the resale Of their goods at uni |