Merk

“ She had called me "Iverson"—it was a vulgar habit of hers to address other 70 women by their last names—and she had spoken of something connected with my convent life, which was too sacred to be joked about. Still, I knew she meant well. I looked up at her and tried to smile, but all I could do was to drag one side of my mouth down to my chin in humble imitation of Mr. Hurd when he is talking to a member of the staff. Mollie Merk seemed to appreciate it. She roared, and her hand clapped my shoulder again.
"Cheer up, Iverson," she said. "Worst's yet to come." ”

“ Subject to the preceding qualifications a trade-mark may consist of a name, symbol, figure, letter, form, or device, if adopted and used by a manufacturer or merchant in order to designate the goods he manufactures or sells, or to distinguish the same from those manufactured or sold by another, to the end that the goods may be known in the market as his, and to enable him to secure such profits as result from his reputation for skill, industry, and fidelity. ”

“ If it is true that we live by symbols, it is no less true that we purchase goods by them. A trade-mark is a merchandising short-cut which induces a purchaser to select what he wants, or what he has been led to believe he wants. ”

“ We are here dealing not with a commodity alone, but with a commodity plus the brand or trade-mark which it bears as evidence of its origin and of the quality of the commodity for which the brand or trade-mark stands. ”

“ In this market I was much amused to watch two men selling. I perceived what a great deal more there is in the individuality of the man who sells and in the manner of his selling than in the actual quality of the merchandise. One man, a dull, foolish fellow, with bales and bales of material, never had occasion to unwrap one: he never sold a thing. Another man, a born salesman, with the same wares to offer, talked volubly in a high-pitched voice. ”

“ Since ancient times, the sense of touch and the sensation of feel have been important factors in the buying and selling of practically all commodities. To see a piece of smooth satin partially sells a prospective customer, but to feel its soft texture in her fingers makes the luxury of the fabric a reality, something to own and cherish which will enhance her loveliness, and this hidden value, expressed in the sense of touch, is usually the factor which makes the customer buy better merchandise than she might have considered and which climaxes the sale. ”

“ The huge shop, glittering with varnish, mirrors, and brass rods, the penetrating odour of leather, the saleswoman silently copying the figures into the book, and the misshapen hunchback kneeling before her and looking up into her face with his restless grey eyes, grown suddenly steady, that asked one question and sought another. ”

“ The little shops pull at one's heart, so simple is their merchandise. A little window beckons us through which we peer with misted eyes. For narrow shops are often kind to tiny folk scarce counter-high. Above a shop, behind a blind, I've heard a little baby cry. Above a shop, I've often seen a mother's anxious face appear. How many customers have been? The closing hour is drawing near. Great shops, like temples dedicate to merchandise from every mart, are over-lords of their own fate—but little shops tug at the heart! ”

“ When an article was wanted, it generally had to be hunted for, unless it chanced to fall under the immediate range of vision of salesman or customer, while the crowded shelves and counters presented a bewildering array of tinware, glassware, patent medicines, clocks, trimmed hats, churns, gaudy neckwear, cheap clothing, mock jewelry, hair-oils and colored perfumes put up in glass bottles of seductive shapes, along with sundry articles great and small necessary to the needs and adornment of the people of the surrounding country. ”

“ Makers of clothing generally affix their trade-marks to each garment in the shape of a sewed label. Manufacturers of rubber goods, such as rubber tires, water bags, etc., mold the trade-mark into the article itself. ”

“ A customer may come in for one item. You want him to buy two or three or a half a dozen. The easier you make it for him, the less he has to cross and recross the store to complete his purchases—the more goods you will sell him.
“What you want—what every merchant wants—and what few have—is a practical, natural selling arrangement of the goods.
“The invention of a practical wardrobe merely made the right plan possible.
“Our business is to suggest the plan and fit the wardrobe arrangement to the needs of a store.
“Every clothing store has its own individuality. ”

“ Remember this, dear, the tag of the maker of your apparel is not the only important mark of an exclusive shop—the principal mark is the cut and style, and these high-grade shops turn out hats, coats and gowns which the other shops endeavor in vain to imitate. That is why one can be recognized in a way by the clothes they wear. ”

“ Those who have never minded the conversation of a spruce Mercer, and a young Lady his Customer that comes to his shop, have neglected a scene of life that is very entertaining.—His business is to sell as much silk as he can, at a price by which he shall get what he proposes to be reasonable, according to the customary profits of the trade. As to the lady, what she would be at is to please her fancy, and buy cheaper by a groat or sixpence per yard than the things she wants are usually sold for. ”

“ Merchandise is also divided into these three sorts,—navigation, by the which merchandizes are brought, and carried in and out over the seas; invection, by the which commodities are gathered into the city, and dispersed from thence into the country by land and negotiation, which I may call the keeping of a retailing or standing shop. In common speech, they of the first sort be called merchants, and both the other retailers.
Handicraftsmen be those which do exercise such arts as require both labour and cunning, as goldsmiths, tailors, and haberdashers, skinners, etc. ”

“ And this is to make a general stay that there may be no retailer occupy the feat of Merchant Adventurers, but only to keep him, and to live upon his retail; and likewise the Merchant Adventurer to occupy his feat only, and to touch no retail, for divers considerations of damage, as doth daily ensue thereof; and, for an example, the retailer comes over with the commodities of our realm, which, if a cannot sell them at his price, then a falls to bartering of them for silks and such like merchandise, and careth not to win by his cloth, for that a is sure to win by the retail of his silks. ”

“ Demonstrate the value of all merchandise under serious consideration whether you believe it to be necessary or not.—Many sales of advertised articles or merchandise chosen on the basis of its decorative appeal can be closed without discussion of materials or construction. As a safety-first measure, these factors should be mentioned somewhat carefully after the order has been booked. Sometimes a customer will buy an article in complete good faith, and yet within the next half [Pg 32] hour will start shopping in other stores to see whether or not she has bought wisely. ”

“ The world in general is now the market which each manufacturer has to supply, and nation after nation becomes a purchaser. It will be an advantage when the particular style of advertising common to sewing-machine warehouses can be dispensed with—the highly-dressed young ladies sitting at their supposed work in elegant attitudes, framed and glazed within plate-glass windows almost extending to the pavement. ”

“ All of us will agree, I think, that the great shoe manufacturers who depend upon the advertising appeal to the wearers of shoes as the basis of their sales methods—that is, such firms as the Regal Shoe Company, Sorosis, and so on—and the great clothing makers who depend upon education in cloth values, rather than in popular ignorance, for their sales—that is, Hart, Schaffner and Marx, Stein-Bloch, and others—give us year in and year out a constantly higher grade of shoes and clothing at a low price than do the suppliers of similar goods unadvertised. ”

“ It soon became the fashion for every manufacturer to invite him to visit his factory, and it was only after they were convinced that they had a god among them that it became serious, for enthusiasm in a manufacturer strikes every one. ”

“ Admit yourself a merchant, and protest to gods and men that the merchandise you offer is of better quality than much which sells for a high price. You may be right, and indeed it is hard upon you that Fashion does not turn to your stall. ”

“ List then:—a bawd; first for her profession or vocation, it is most worshipful of all the twelve companies; for, as that trade is most honourable that sells the best commodities—as the draper is more worshipful than the pointmaker, the silkman more worshipful than the draper, and the goldsmith more honourable than both, little Mary, so the bawd above all: her shop has the best ware; for where these sell but cloth, satins, and jewels, she sells divine virtues, as virginity, modesty, and such rare gems; and those not like a petty chapman, by retail, but like a great merchant, by wholesale ”

“ Jewelry firms issue tempting lists of their wares; china and glass dealers try to secure buyers by offering alluring pages of pictures, many of them in color; dry goods houses send out photographs of suits, hats, and clothing of all sorts. ”

“ I have prevailed upon a few men to commence hat-making, and they have done something towards supplying the market; and a few are engaged in tanning leather: but if we had plenty of gold and silver and stores full of goods, would the people engage in and encourage home manufacture? ”

“ Merchandising, financing, transportation; each has played its own great part in the bringing of that silk sock upon your foot or the felt that you wear upon your head. Each has co-operated; each has correlated its effort. There are few accidents in modern business. Rule-o'-thumb has stepped out of its back-door. In its place have come cool calculation, steady planning, scientific investigation. If modern merchandising has tricks, these are they. And they are the tricks that win.
[Pg 148]
In our last chapter we pictured R. H. Macy & Company as a machine of salesmanship. ”

“ As a natural result of industrial growth came standardization. As anyone will understand, the man who owns a factory for the making of women’s dresses, chewing gum, cigars, automobiles, men’s hats, must, if his factory is to grow to the huge output he desires, create in the public mind a widespread{13} demand for one kind of cigar, one kind of hat, one style of dress, one make of automobile.
Advertising as a force in our American life began to grow and here it is that the present day American writer came into flower. ”

“ Go into a store for a pair of gloves, even, mention the size you desire, and the salesman will show you every variety in kid, French dogskin, cloth, and leather; for soiree, promenade, driving, travelling, and every species of use, and different styles and kinds for each use. The salesmen understand their business, which is to sell goods; they are polite, they suggest wants, they humor your merest whim in hue, pattern, style, or fancy; they make no rude endeavor to force goods upon you, but are determined you shall have just what you want ”

“ The customer of today is rightfully resentful of it, although it is true that some seem to react positively to it. Intelligent selling is marked by efficiency in fitting merchandise to a customer's desire and need, coupled with an understanding of her capacity to purchase without financial strain, and readiness to offer the best value commensurate with these limitations.
d. Convincing demonstration of the value of merchandise under consideration, even in cases where we are morally certain that there will be no immediate sale ”

“ The market of the goldsmiths is outside the bezestán, and separate from it; the shops are all of stone. There are also the markets of the tailors, cotton-beaters, capmakers, thread merchants, drapers, linen merchants, cable merchants, and that called the market of the bride, where essence of roses, musk, ambergris, &c. are sold. The brains of the passers by are refreshed with the most delicious odours, and nobody is willing to leave it on account of the fragrance of the perfumes and the politeness of its merchants. ”

“ The weaver, the shoemaker, the tailor, the barber, has the impudence, with the first money he gets, to dress himself like a tradesman of substance; the ordinary retailer, in the clothing of his wife, takes pattern from his neighbor, that deals in the same commodity by wholesale, and the reason he gives for it is, that, twelve years ago, the other had not a bigger shop than himself. ”

“ A ramble through the large metropolitan stores with a request to see the various lines of goods used for trimming and ornamenting will astonish you. The endless varieties of silks, satins, velvets, plushes, linens, laces, feathers, and so forth, should suggest to a lively mind infinite possibilities in the way of made-up articles of market value. ”

“ In a business as far-reaching and as complex as that of Swift & Company, the quality of adaptability in a trade-mark is highly desirable. This trade-mark is of such a character that it may be used with appropriateness upon merchandise, stationery, packages, boxes, sides of cars, and in advertisements. ”