SECONDARY INDUSTRIES

Hawke's Bay Tribune, Volume XXII, Issue 221, 1 September 1932, Page 10

SECONDARY INDUSTRIES

EFFICIENCY IN MARKETING. HIGHER STANDARD ADVOCATED. “While it is a little early yet to pass comment on the practical benefits which may accrue to New Zealand from tfie Ottawa Conference, there are several aspects of the results achieved which are of immediate interest to New Zealand business men,” said Mr. F. Goldbei. governing director of the Goldberg Advertising Agency, Limited, who arrived at Auckland from Sydney on Tuesday. “New Zealand, I understand,” said Mr. Goldberg, “has agreed to reduce protective duties as speedily as possible to a level which will enable the British manufacturers to compete with domestic manufacturers on equal terms. The objective is to give the British manufacturers a full opportunity of reasonable competition on the basis of the relative cost of efficient production. “No thoughtful and enterprising business man will question the wisdom of these decisions. While, however, the farseeing business man will appreciate the general benefits which will result from this change of policy, he may be pardoned for feeling some concern regarding its possible repercussion on his own business, particularly if he is engaged in manufacturing. The obvious fact emerges from all discussions on trade prospects, that the local business man will meet increased competition from highly efficient overseas firms in the local markets. In other words, the local manufacturer must needs increase the efficiency of his present organisation considerably in the future, if he wishes to retain his present market and to develop it from year to year. “I would advise the New Zealand business man who wishes to consolidate his position to protect himself against increased competition to analyse his marketing methods with a critical mind. In other countries more and more companies are finding it profitable to employ the services of men who have made the distribution and the selling of branded products their life worl-. and I feel sure there arc nr::iv N-v. Zealand firms who could do likewise

with consoiderable advantage. I believe that New Zealand business firms which reduce the retail purchase price of their products as a result of increased turnover received by scientific marketing and courageous advertising have nothing to fear from competition and must progress by leaps and bounds.”