Advertising Different Lines of Business

Advertising Different Lines of Business

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1911 edition. Excerpt: ...there are very few "repeat orders" for the retailer. The problem of the retail salesman is not so much to "hold trade" as to get new business, although, of course, keeping and utilizing the good-will of customers is an important element in creating new patronage.--in which the manufacturer seldom controls the retail selling price of his products. A very few piano makers have re-sale agreements with their dealers, but the majority leave the matter of retail prices to the dealer--a policy which opens'the way for price-cutting which often demoralizes the piano business of a city for months at a time, and which leaves a doubt in the minds of many people as to the real value of any instrument whatever. Even the terms of a re-sale agreement are often evaded. Having now in mind the general conditions, let us considerspecifically, each in its turn, the advertising of the manufacturer who sells through dealers and from his own retail stores, and the advertising of the dealer--taking into account in every case the important merchandising conditions and linking the selling methods with those of the advertising. THE ADVERTISING OF THE PIANO MANUFACTURER Relation of the Maker to the Public The piano manufacturer stands, or should stand, as sponsor for an article for which the purchaser is asked to spend a large sum of money and he is or should be expected to bear the responsibility for the quality of the instrument. High-grade pianos and instruments of medium grades which the manufacturers advertise and guarantee by their written warranties invariably bear the makers' names on the frontboards and also on the metal plates. Every reputable maker is willing to replace or to repair without charge a piano of this kind, if it is...
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Product details

  • Paperback | 74 pages
  • 189 x 246 x 4mm | 150g
  • United States
  • English
  • black & white illustrations
  • 1236973917
  • 9781236973917