PROBLEMS OF MARKETING

Waipa Post, Volume 42, Issue 3303, 30 May 1931, Page 4

PROBLEMS OF MARKETING

The danger of paying too much attention to problems of production and management and not sufficient to those of marketing was emphasised in an address in Edinburgh by Sir Francis Goodenough, chairman of the British Government Committee on Education for Salesmanship. He said the humming machinery of production, the men employed in it, the works themselves were all obvious and interesting. The customers' goodwill was less obvious but more important. If the customer did not get complete satisfaction, he did not repeat his orders; the humming machinery would be silenced and rust to decay, the workmen go on the dole or starve, and the capital become non-productive and disappear. They had to get away from the old idea that " business was business," which sounded simple enough, but, in its implications, meant that there was a code of business which was different from the code of honour in private life. Unless that idea was wiped out of the minds of business men the business of the country was bound to go downhill. They had to substitute throughout their trade, at home and abroad, the truth that business was service.