Lillvern(A) Essay, Research Paper
The Success of Lillian VernonIt all began with black and white in 1951. Today, nearly 45 years later, the mail order business of Lillian Vernon has swept the mail order market and maintained a financial foothold where others could not. Lillian Hochberg (now known as Lillian Vernon) started her business at herLillian’s motivation was to supplement her husband’s then $150 dollar a week income by working from her home. She could be homemaker and help with the finances too. Her success started by using $495 dollars of wedding gift money to place an mail order add in Seventeen magazine selling an inexpensive leather belt with matching purse that she herself had designed. As a hook, she offered to moaker in the Chelsea district of New York, manufactured the two items for around $3 dollars. The purse and belt came in black, tan, or red and sold for $7 dollars.(Youman, N, 1989, pg 26)After 6 weeks of advertising Lillian had received over $16 thousand dollars in mail orders. Her belt and purse were such a hit, she immediately increased her inventory to inexpensive jewelry and make-up paraphernalia. Over the past 45 years, Lillian has had two sons, Fred and David Hochberg, both of whom joined their mothers business and quickly rose up through the management ranks. With their help, her -little business+ went public in 1987 on the American Stock Exchange. Since the Lillian Vernon Corporation. went public, it has overcome the unavoidable but near fatal traumas that face every entrepreneurial enterprise. In this case, inadequate computing capacity and inefficient warehome the customer places the order to the time they receive the merchandise in the mail. Lillian Vernon has not relied on demographics to sell her products to the public. Instead, her secret to success lies in womens intuition. The lean seat-of-the-pants operation she prefers makes her company tremendously agile. For example, in 1985, Lillian spied the cacooning trend and immediately put a furniture specialty catalog together. She got the trend right but the bulky orders overwhelmed the company+s fulfillment capability. (Youman, N. 1989, pg 26). In 1993, when Sears announced that after many years it will cease publication of its giant catalog, known as the -wish-book,+ a very long chDuring the time when the mail order giants were cutting back, the Lillian Vernon Corporation. reviewed their catalog databases to clear out customers who had not ordered in quite some time. During their review, they found that many of the active customers were buying presents for children and grandchildren. This caused the corporation to create its first niche book called -Lilly+s kids.+ Lilly+s Kids does $30 million in sales of toys and school equipment. (Lightman, 1996, pg 1)Now, Lillian Vernon has targeted
1.Make time for yourself and your family. 2.Surround yourself with the best people possible. 3.Be open to new ideas and better ways of doing things. 4.Be prepared to take risks. 5.Like what you do and like what you sell. 6.Don+t dwell on your mistakes or setbacks, but instead learn from them and move on. Never let mistakes defeat or discourage you. 7.Don+t try to do it all—-Delegate!8.Don+t grow too fast without the proper systems and people in place to handle it. 9.Don+t be afraid10.Don+t spend more money than you have– set realistic budgets and stick to them. Keep your debts manageable. (Lightman, 1996, pg 2)Finally, in todays fast paced society, it is easy to see how a company like the Lillian Vernon Corporation could appeal to the overworked consumer. This type of company provides an easy affordable way for those consumers to gift shop without derailing them from their hurried everyday lives. I suspect that the Lillian Vernon Corporation will stand head and shoulders above its competitors long into the 21st century. REFERENCESColeman, L. -I went out and did it.+ (Iowa: Forbes, August17, 1992) 150:102(2).Lightman, A. Lillian Vernon Home Page(amex/weblink/Lvc/index.html #business, 1996)Mason, J. Lillian Vernon Focuses on Cusomers. (New York:Management Review, May, 1993) 82:22(3). Youman, N. The Queen of Kitsch. (New York: Adweek+s MarketingWeek, April 24, 1989) 30:22(4). The Research ProcessResearching my topic started through the World Wide Web (WWW) utilizing the software -Netscape+. I originally found the Lillian Vernon home page and several items from her catalogs.I then accessed the University of Maryland University College+s VICTOR (an online library catalog that allows the student to search databases of the University of Maryland and its associated colleges.)I accessed VICTOR through the University of Maryland+s Home page on the World Wide Web. After acWith the printed data, I went back into the main VICTOR menu and did a title search for folios that contained articles on my subject. The lists that I generated provided titles with two types of index numbers; titles by date and titles by serial number. Dated titles were books and serialed titles were folios. I quickly located the folio titles and physically located them within the library using the assigned call number. I spent approximately 6 hours at the Mckeldin Library researching my subject. Out of 15 reference candidates, I found 6 for my paper using only 4 in the final revision.
Другие работы по теме:
Nat King Cole Essay Research Paper NAT
Nat King Cole Essay, Research Paper NAT KING COLE BORN MARCH 17, 1919 DIED FEBRUARY 15, 1965 BORN NATHANIEL ADAMS COLES HE WAS THE FIRST AFRICAN- AMERICAN WHO BECAME A SUCCESS WITH THE WHITE AUDIENCE.
Cover Letter Proctology Essay Research Paper Dear
Cover Letter: Proctology Essay, Research Paper Dear Mr. I am writing you this letter to ask you to write me a letter of recommendation for a college. I will be applying to many and would be honored to have a letter from you
The Pearl 2 Essay Research Paper IntroductionSteinbeck
The Pearl 2 Essay, Research Paper Introduction Steinbeck was born in Salinas, California, in 1902. His first 3 books were financial failures, and he worked at various kinds of jobs to The book that I read is called the Pearl and the author is Steinbesurvive, including fruit picking. His first success was Tortilla Flat (1935), which was followed by In Dubious battle a number of shorter works, leading to his great masterpiece, The Grapes of Wrath, which won the Pulitzer prize in 1940.
Advice Essay Research Paper A piece of
Advice Essay, Research Paper A piece of advice that I often receive is “as long as you do your best.” This refers to success in everything from school to careers. I believe that this is good advice because
America Essay Research Paper To some it
America Essay, Research Paper To some it is an inconceivable notion of perfection.To many, though it was a dream come true. Freedom, equality, and liberty. The right to do and say exactly what you want and to do what you want, to practice and religion and believe in any government.The American way of life is based on the fact that all men are created equal and all men should be given the same rights and privileges.The American people are extremely fortunate and sometimes overlook the gift of religion and government freedom which they posses.everyone has an equal opportunity to go for the American dream in full stride and not be denied along the way.The reason most immigrants came over to America in the mid-1800 s was to be successful and make a better life for themselves and their families.
The Great Gatsby Essay Research Paper Love
The Great Gatsby Essay, Research Paper Love is an intense of feeling of deep affection or fondness for a person or a thing. In the novel, The Great Gatsby, Daisy’s love for Gatsby is very shallow. The affections she has for him are only feelings of admiration of his success because Gatsby prospers in all his intentions.
Know Thyself Essay Research Paper How does
Know Thyself Essay, Research Paper How does one really know themselves? You could recognize the exterior and know your own reflection. Sure you are 6 2 with brown hair and eyes. Not a bad-looking individual. But you are not your physical characteristics but your spiritual ones. If you could look into something and see your internal reflection would you want to? What would you see? What would you learn? What would that something be? What could possibly dig deep into your soul and reveal your innermost person?
Race Comparing Mobility Essay Research Paper This
Race, Comparing Mobility Essay, Research Paper This evaluative question has two different topics in it. First there is the issue of declining health, but there is also a issue that we have discussed before, a African American who has achieved success but isn+t quite happy with this new life. Although separate issues, both would not be able to understand how the other felt because these are issues that you would have to experience yourself to fully understand.
Seregas Essay Essay Research Paper The life
Seregas Essay Essay, Research Paper The life stories of many today s New Yorkers are amazingly similar and different at the same time. For those of us who can call New York our new home, the choice to move to this city has certainly been one of the most important decisions of our lives. Whether or not we came from fifty or five thousand miles away, the hopes for success and brighter future were the sources of our motivation.
Fences Essay Research Paper Get on your
Fences Essay, Research Paper Get on your mark! Get set! Go! From the moment we are born, we enter the race of life. The race to win, to live victoriously, or to be successful in the race of life. Generally, we can say that success is defined as the accomplishment of something attempted. Therefore, anyone can be successful.
Failure To Succeed Essay Research Paper Success
Failure To Succeed Essay, Research Paper Success at Failing to Succeed at Failing to Succeed at Failure Pay attention! Read, listen and learn from the master. Failure, as an objective, is much like meditation in that is so simple that
American Dream Death Of A Salesman Essay
, Research Paper The American Dream What is the American dream? I decided to ask a few people as to what they thought it was. One person told me that the American dream was to be rich. Another person told me it was having a perfect family situation. The last person believed the American dream was to be able to do absolutely nothing.
Philosophy Of Life Essay Research Paper Philosophy
Philosophy Of Life Essay, Research Paper Philosophy of Life Philosophy is often defined as the study of a system of beliefs and the justification for those beliefs. A philosophy of life usually discusses the what and why of life. What is life, what are the elements of life? Why are we here, why do things happen the way they do? What should I do now? What should I do next? These are essential questions urging essential answers that determine a person’s success and happiness in life.
Goals Essay Research Paper Jonathan drlasEssay 4This
Goals Essay, Research Paper Jonathan drlas Essay 4 This is my first work on this paper. My goal that I?am going to incorporate in my paper is a money goal. I want to save up 3,000 dollars before I leave for school. I leave on the 15 of august so there is a little over two months that I have to achieve this goal.
The American Dream Is Based On Success
, Happiness, And Money Essay, Research Paper The American Dream Is Based on Success, Happiness, and Money I believe that the American Dream today is based on success, happiness, and
College Athletics Essay Research Paper The commercial
College Athletics Essay, Research Paper The commercial gains in college athletics have become excessive over the past decade. Major college institutions now have merchandising contracts, television contracts, and the success of the team lures more students to the institutions. These gains are not detrimental unless they are used illegally by the institution.
Team Work Essay Research Paper Working Successfully
Team Work Essay, Research Paper Working Successfully Through Teamwork Every human process is a key success factor. Every one has been important since people first formed organizations to accomplish tasks too big to be performed by individuals working alone and every one will continue to be a challenge as long as people work together.
Every Single Day Essay Research Paper Every
Every Single Day Essay, Research Paper Every Single Day By Kacey Babineaux You just can?t stop looking for Your old friends Your old lovers Your old hope But you do quietly wonder to yourself,
Hip Hop Essay Research Paper Music AppreciationHipHop
Hip Hop Essay, Research Paper Music Appreciation Hip-Hop is one of the newest forms of music. It has expanded and is now the most popular form of music for people ages 11-25. In the last 2 years, hip-hop is the most lucrative form of music. It has sold billions of records and has made record companies billions of dollars.
Power Of Opinion Essay Research Paper The
Power Of Opinion Essay, Research Paper The Power of Opinion Confidence is a key component in the development of success. In order to reach this stability one must be a recipient of encouragement and upholding. This support creates an individuality and esteem for success. For example, in my experiences with females I have come to a vague realization that they feed off of encouragement.
Success Essay Research Paper SuccessWhen we define
Success Essay, Research Paper Success When we define at the word success, there are many meaning to it depending on how you look at it. But when we narrow it down, we can defined it as accomplishing a certain goal.
Curtis Chang Essay Essay Research Paper Curtis
Curtis Chang Essay Essay, Research Paper Curtis Chang EssayCurtis Chang s essay was so effective it made me look at ethnic minorities differently. Ethnic minorities are not anymore issues that everybody seems to ignore, they are now groups with success. The achievement of this ethnic minority shows how they are able to achieve the American dream.
Personal Experience Essay Research Paper A piece
Personal Experience Essay, Research Paper A piece of advice that I often receive is “as long as you do your best.”This refers to success in everything from school to careers. I believethat this is good advice because it tells me that they trust my judgmentand will respect my decisions, even if they are the wrong ones.
Goals Essay Essay Research Paper In the
Goals Essay Essay, Research Paper In the following paragraphs I will be discussing my career goals and the steps I have taken to ensure my success in the future. I also will do a character profile of myself, which will include physical, emotional, and spiritual descriptions.
Movie Glory Essay Research Paper Movie Glory
Movie: Glory Essay, Research Paper Movie: Glory The movie Glory (though having seen it 4 times) still amazes me. It is a very emotional movie. It is about the fact that blacks were starting to not be
Teamwork In Business Essay Research Paper In
Teamwork In Business Essay, Research Paper In any large business organisation, teamwork is the ultimate key to the organistions success The issue of teamwork in successful business organisations is a complex one. There are many factors that influence success in business. Teamwork is an important and necessary factor but, not the only one.
Successes
& Failures Of Lieutenant Hornblower From C S Fores Essay, Research Paper C.S. Forester’s Lieutenant Hornblower In the novel Lieutenant Hornblower there were a few scenes were Hornblower
Success Essay Research Paper What makes a
Success Essay, Research Paper What makes a person successful? Does money, parents, or background guarantee success? The definition of success varies with each person, but to me one of the most essential definitions of a person?s success is the impact they have on other people. Most of us hold pre-conceived notions of different socioeconomic backgrounds than our own.
Success Essay Research Paper SuccessOne has achieved
Success Essay, Research Paper Success One has achieved success who has lived well and laughed often. This quote seems to sum up what is meant by success. If you are able to laugh often and much then you have definitely achieved happiness. The idea of living well, though, is a very broad statement. In order, then, to define success in relation to this statement, we must first define what it means to live well.
What Success Means To Me Essay Research
Paper What Success Means To Me Being successful can be looked upon in many different ways, such as being rich, having nice car, good job, or anything to make someone else jealous of what you have. Being successful to me means you accomplished what your goal or goals were.
Abstract Expressionism Essay Research Paper Abstract ExpressionismAbstract
Abstract Expressionism Essay, Research Paper Abstract Expressionism Abstract expressionism is a movement in American painting of the late 1940s and early 1950s acclaimed throughout the world. The dominance of American art dates from the success of the Abstract Expressionists, their formal innovations and new techniques were crucial to the development of Western art, and many artists today still make use of their ideas or react against them.
What Is Autocad Essay Research Paper What
What Is Autocad Essay, Research Paper What Is AutoCAD? AutoCAD? software is a customizable 2D and 3D design and drafting environment and toolset. Architects, engineers, drafters, and design-related