Marketing

Mr. X and Mr. Y both own grocery stores. What steps could Mr. X take to outsell Mr. Y and put him out of business?

Changes in turn of the century marketing.

• Urban Shopping Centers• Similar to modern malls, but outdoors• First one open in Cleveland in 1890• Located near public transportation

• The Department Store• Marshall Field – 1865• “all in one” store divided into specific departments• Promotes individual service (think cosmetic

counter)• Creates “bargain basement”

Marketing con’t• Chain Stores

• Multiple outlets of the same store selling the same products (like Wal-Mart today)

• Buy wholesale goods in large quantities so they can retail them at a lower price.

• Limit personal service

• Advertising• Expands with the increase in newspapers and

magazines.• Also includes building sides and billboards• $10 million in 1865, $95 million by 1900

Marketing con’t• Catalogs

• Montgomery Ward and Sears Roebuck• “wish books”• All products you need “from birth to the grave”

• Rural Free Delivery• RFD• Delivery service to every door

Sample Turn of the Century Ads

Sample Turn of the Century Ads

Sear’s Catalogs