Book description
INTRODUCTION to MARKETING PRINCIPLES OF WHOLESALE AND RETAIL
DISTRIBUTION by Paul D. Converse. Preface: THIS BOOK has a definite
objective to combine a treat ment of general marketing methods and
principles with a more detailed treatment of retailing, particularly the
operation of small and medium-size stores. It is believed that one . can
not properly understand retailing without some knowledge mar ket
economics and wholesaling. Students will understand ptail store
operation better if they first secure a general knowledge of the field
of marketing and know the place of retailing in the over all picture.
Therefore, market economics, the physical handling of goods, and
wholesaling are treated before the discussion of retailing is begun.
Paul D. Converse Fred M. Jones. Contents include: I. Introduction 1. THE
MEANING AND SCOPE OF MARKETING 3 2. THE PHYSICAL HANDLING OF GOODS 21 3.
MIDDLEMEN, TRADE CHANNELS, AND COMMODITIES 38 THE CONSUMER 54 II.
Wholesale Marketing A. Organizations 5. COMMISSION MERCHANTS, BROKERS,
AND AUCTIONS 75 WHOLESALE MERCHANT 87 TTHE MANUFACTURER AND HIS OUTLETS
101 B. Commodities 8. THE AGRICULTURAL MARKETING PROBLEM 125 9. THE
MARKETING OF GRAIN 143 10. THE MARKETING OF COTTON l6l 11. THE MARKETING
OF INDUSTRIAL GOODS 174 III. Retail Marketing A. Organizations
INDEPENDENT RETAILER 191 xtf THE CHAIN STORE 2Og Xi, THE DEPARTMENT
STORE 223 15. THE CONSUMER COOPERATIVE MOVEMENT 237 Vli viii CONTENTS B.
Starting a Retail Store 16. BECOMING AN OWNER OF A RETAIL STORE 857 17.
THE IMPORTANCE OF STORE LOCATION 371 18. SELECTING, TRAINING, AND
SUPERVISING EMPLOYEES 86 C. Buying and Pricing 19. BUYING WHAT, WHEN,
AND HOW MUCH TO BUY 303 20. BUYING WHERE AND HOW TO BUY 319 21. THE
PROBLEM OF PRICING 335 D. Selling LES PROMOTION WHAT IT is 359 EFFECTIVE
ADVERTISING 373 , WINDOW DISPLAY 389 STOCK ARRANGEMENT AND DISPLAY 403
THE ESSENCE OF SALESMANSHIP 417 E. Finance and Control 27. THE EXTENSION
OF CREDIT 437 28. RECORD KEEPING 460 29. TAX RECORDS AND REPORTS 481
STOCK CONTROL AND STOCK TURNOVER 494 MERCHANDISING EFFICIENCY 508 32.
THE PROBLEM OF INSURANCE 525 33. PROFITS AND FAILURES 545 IV. The
Control of Marketing 34. THE REGULATION OF COMPETITION 563 35. MARKETING
COST AND EFFICIENCY 577 Index 595 I. Introduction: The Meaning and Scope
of Marketing JL ISTRIBUTION, or marketing is the most important part of
business. Most business concerns can produce many more goods than they
can sell at a profit. Give us sales is the common cry of businessmen,
and huge sums are spent on ad vertising and salesmanship. Whatever can
be sold can be made. The big problem is distribution. Such statements
are common and may be accepted as generally true in normal times. This
condition has not always existed. Up until compara tively recent times,
the big task of the race was to produce enough goods food, clothing, and
shelterto satisfy its needs. During the past 150 years the problem has
been altered by the use of labor-saving machinery by the discoveries and
inventions of chemistry, agriculture, physics, and engineering and by
the development of scientific management and accounting. The development
of the natural sciences and the arts of physics, entomology, geology,
chemistry, management, and en gineering has given us much new knowledge
which has enabled us to increase greatly the output of goods and to
reduce the costs of production. The result is that usually we are able
to produce many more goods than the consumers are able to buy at the
prevailing prices. Hence businessmen and farmers have become greatly
interested in distribution...
