Retailing consists of three operations, which, if well performed, bring success, viz., careful buying, a careful arrangement of stock, and a careful 262 And courteous treatment of the customer. It is in the buying that we find the surest test of the judgment of the retailer and of his knowledge of the wholesale market, as well as the demands of the local trade. Modern advertising has greatly minimized the dangers of over-stocking for the reason that the demand is created before purchases are made. In purchasing stock, the successful retailer has his attention fastened directly upon the requirements of his customers. It has already been noted that wholesaling is either general or special. This is likewise true of retailing. It was further observed that special jobbing was the rule. This is also true of retailing, but probably not to the same degree. The general retail store is still dominant in the smaller villages and cities. But as we pass to the larger cities, the special one-line store grows in number, and virtually predominates. The most notable exception is the department store, which in many instances is a general retail store highly specialized in organization. There are two primary considerations controlling the consumer's buying. One is the quality and style, and the other is the price of the commodity. The first, in the long run, controls in the majority of cases. The customer is willing to pay for quality well guaranteed, and for this reason the one-line, or special, stores are profitable, and continue as the favorite form of retailing 263...

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