Test for shop staff

Press, 18 June 1986, Page 30

Test for shop staff

A badge or certificate inscribed “Certified Photographic Counsellor” or “Society of Photo-fin-ishing Engineers” indicates success in examinations of the Photo Marketing Association, New Zealand. Two years’ experience is a prerequisite for sitting the examinations, which this year were held in conjunction with the first national convention of the P.M.A. The counsellors’ examination, for shop

staff, tests a candidate’s knowledge of photography in general and photographic hardware in particular. Equally important is counselling — assessing what the customer needs and wants (which may be different) and recommending the most suitable buy. The photo-finishing examination is for laboratory staff. Information on the convention, which was held in Rotorua during June 6 to 8, has been supplied by

Mr Alistair Kinniburgh, of Photo, Ltd. The chief guest speaker was Dr Glen Omura, marketing consultant to P.M.A. International. Dr Omura is associate professor of marketing at Michigan State University.

He described trends in photographic marketing in the United States, where competition is seen as coming not from fellow photographic retailers but from those selling equipment for alternative pursuits.