This saturation strategy had all sorts of benefits beyond control and distribution. From the verybeginning, we never believed in spending much money on advertising, and saturation helped us to save afortune in that department. When you move like we did from town to town in these mostly rural areas,word of mouth gets your message out to customers pretty quickly without much advertising. When wehad seventy-five stores in Arkansas, seventy-five in Missouri, eighty in Oklahoma, whatever, peopleknew who we were, and everybody except the merchants who weren't discounting looked forward toour coming to their town. By doing it this way, we usually could get by with distributing just oneadvertising circular a month instead of running a whole lot of newspaper advertising. We've never beenbig advertisers, and, relative to our size today, we still aren't. Just like today, we became our owncompetitors. In the Springfield, Missouri, area, for example, we had forty stores within 100 miles. WhenKmart finally came in there with three stores, they had a rough time going up against our kind of strength. 鈥淲hen a man calls a girl sensible, do you know what he means? He means that she doesn鈥檛 expect him to fall in love with her. Now you haven鈥檛 fallen in love with me, have you?鈥? But we'd never bitten off anything close to this size before, and we didn't know what it would be liketrying to digest it. We went round and round on it. We were on again, off again for probably two years. "For about ten years, Sam and I played tennis at high noonusually on the court over at his house. I thinkhe liked to play during lunch hour because he wouldn't dream of taking any of his associates away fromtheir jobs to play. On the court, he was the most competitive player. He studied his opponents' games,and he knew our strengths and weaknesses as well as his own. If you hit a ball to Sam's forehand, thatpoint was his. He would hit it crosscourt, and it was over. 久久这里只是精品最新 Another time he preached upon the barren fig-tree, and described the hopes of the owner as he watched the delicate blossom unfold, and give promise of such beautiful fruit in autumn. Next day he received a letter from a botanical member of his congregation who explained to him that this could hardly have been, inasmuch as the fig produces its fruit first and blossoms inside the fruit, or so nearly so that no flower is perceptible to an ordinary observer. This last, however, was an accident which might have happened to anyone but a scientist or an inspired writer. The Mother Superior hesitated. She looked at Abbie, then at Therese, and said, solemnly: It's the one kind of store for which I have the least sympathy because, frankly, a good smart hardwarestore operator can just beat us to death if he thinks about what he's doing and commits to putting up afight. If he gets his assortment right and makes sure his salespeople have excellent knowledge of theproducts and how to use them, and goes out of his way to take care of his customers, he can keep plentyof business away from us. We don't have nearly the assortment of a hardware storeplumbing suppliesand electrical equipment and specialty tools. And not all of our folks can explain how to fix a leaky faucetor rewire a lamp the way folks in a hardware store should be able to. Our paint customers don't getwaited on much either. They have to pick out their own paint and then walk around with it looking for therest of the things they want. The same is true in sporting goods, where the customer can't expect to getnearly the same kind of service from us as from a specialty store.