May 14.
Coming on top of the recom: mendations of the British Economic Mission to the Far East, which occasioned no small stir even outside the range of the industries immediately conceraed, the appeal of the Prince of Wales that British industrialists should establish closer contacts with their overseas customers brings formidably into the limi ight a defect which, if Brita to retain her position in the markets of the world, demands immediate remedy. There will many traders overseas, and especially here in China," who will agree that the remedy ad-Vocated is nothing mew. From the point of view of the business. man who has to market goods for which there is little demand, at a price at which compet may laugh, the necessity for the manufacturer providing goods fable to the. public to wher his representative has to sell is 0 obvious as to be almost banal. Yet it has needed a royal tour and several speeches by the heir to the British throne to bring this fact before some manufacturers at Home. The day is long past when' British goods must be bought because there are no others in their line. Now there is competition in everything, except, perhaps, in quality. There British goods, remain supreme. In the matter of price and position North America has the advantage in South America, the continent to which the Prince specifically referred. And Japan enjoys the same advantages in regard to China. Position cannot be altered: prices can be changed as industries modify their output. to, suit their markets. But this takes time. What can be done immediately, however, is the Prince has recommended—closer contacts with customers, study of marketing conditions in different places, an on-the-spot, examination of the requirements of different potential buyers. It is regrettable to have to ackiowledge that Britain's competitors fare far ahead in realizing these necessities.
For this it is unfair to blame the British representative overseas. To the scope of the very limited resources which he has often been given by the company which he is representing, he has done his best. As merchants out here can testify, true accounts of the conditions of the market in this country and its demands have been sent Home streams. Reommendations have fallen on deaf ears. Luiled by a sense of security and prosperity, the manufacturer has gone on in his own sweet way until now it may perhaps be too late. " Energetic competitors; have been pushing the methods he should have used, and have been pushing them for years. With what result? Just that they have a start which, if there had been sufficient foresight. they would-never have gained.
marketing of goods is a technique in itself. Tt demands a thorough survey. of conditions, not only upon. entering the market but at regular inter: The habits of the potential customer, his manner of livin his likes' and dislikes, and his beliefs and prejudices have to be noted as having a bearing the class of goods to be market and the way they are presented to. the public. The existence, and intensity of the customer's demand for seeds such as those to be sold has to be noted, for, contrary. to the eneral- belief,-a. demand. is. not created. It is there to be discovered and, when discovered, fostered and encouraged by the merchant, Den and women of whatever race or colour will always demand what will make their life happier, more comfortable, or increase their conveniences. The student of the market knows this and he looks for the best way in which to] make use of it—how to give his product the support of this demand which needs no artificial creation.
This may sound like the commonplace of salesmanship, It is. In this country it has been and is being done every day. It needs, however, cooperation from the manufacturer at Home. Of what use are carefully: compiled market reports if they are docketted and pigeon-telei in some north country office as being of merely" academical interest? This isa thing which has happened on many. occasion nth reports sent Home by ish merchants in China, To overcome it there is the need for close personal contact between manufacturer and over seas representative, The man at Home will, if he visits the field explored by his representa tive, see with his own eyes and possibly appreciate more accurately the peculiar conditions with which his representative and, after all, he himself, must cope. He will see for himself what his competitors are doing and how they are doing it. For the supplying of a demand i not the only duty of the manu facturer, If he "is to succeed he must see that the demand i for his own particular brand or brands of goods, It is of little use against active competition to discover the existence of a demand for, pin-cushions then to' supply pin-cushions designed to meet that demand. It is necessary to direct the demand into the channel which will lead to the purchase of the particular kind of pin-cushions supplied. And this is where advertising comes in. Without it, no campaign ina new market, cain be effective. It is frivolous to place a pin-cushion before the public with the slogan: "Buy Din-cushions." If there are competitive lines in pin-eu the chances are that customer will buy one supplied by some other manufacturer. It] is necessary to lead the public to buy this specific brand of pincushions, pointing out its benefits over all other brands. This is what costs. money. But in cothing else than the selling of goods is it more necessary to spend money in order to maki money. Parsimony will neutralise the effect of the most' carefully. planned trade cam-ign. And the day that thi is accepted as axiomatic may be the dawn of a British trade revival,
Text read from the printed page and cleaned; old type leaves the occasional error.