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

Sear’s Catalogs