New-York tribune., 1910-07-17
KEY TO FOREIGN MARKETS
Consul General DENLY Points
Way to Conquests.
MUST MEET BUYERS NEEDS
Commercial Success Is To Be
Won Abroad Through Vigil
ance and Study.
fErn-n The Trihune Bureau.

Washington, July 16.-The problem of how
to obtain a footing in foreign markets Tor
articles Of American manufacture is dis
oussed at length in special report made
to the Department of Commerce and Labor
bv Charles DENLY, Consul General Of the
United States at Vienna. This report Is
based on long observation in various for
eign fields Mr. DENLY was second secre-
tary of the American Legation at Peklng
from 1885 to 1895 and first secretary from
1888 to 1897 Later he served as charge af-
faires and afterward engaged in business at
Tien-Tsin lie was secretary general of the
provisional government established by the
allied powers for the Tien-Tsin district.
Later he was foreign adviser to the Gov
ernor General of North China. From 1903
to 1907 he was chief clerk in the Depart
1nent of State. and later became consul
general at Shanghai.
Mr. Denby points out that eternal Wig
lance is the price of success in the for
eign market Investigation must be pushed
further than the question rs there de-
mand for my goods in such a market?'
The demand itself must be analyzed, and
all the elements which give rise to it must
receive the most careful attention in order
TO arrive al a sound conclusion as to the
advisability of introducing goods in any
country The motto The American dollar
with an American agent behind it is the
key to success in the foreign market even
more than in that of the United States,
Mr.. DENLY says
Continuing. Mr.. DENLY says that for near
" all manufactured articles adaptation
must be made to meet the exact wishes
of the foreign buyer in order to secure a,
foothold The manufacturer sometimes
makes an article adapted TO American con-
sumers which he thinks should find a sale
abroad He is almost certain to find. how
ever that in style his article is not exactly
what the foreign consumer wants, that it
is better perhaps than the foreign article or
that it is SO made as necessarily to cost
more than the foreign buyer is accustomed
to pay. In such a case there are two points
Of view possible for him. First, he may
decide to adapt his article to the demand
of the foreign market in quality and price,
in manner of packing and delivery and in
details of credit and payment and thus he
may obtain a sale.
This method is subject to certain disad-
vantages, however. In the first place. q
manufacturer who has created a trade in
America for a high class article. advertised
for and commended by its excellence, is
naturally unwilling to place a similar but
inferior article on a foreign market. 1t
would be bad business policy to do SO.
While every effort might be made TO reduce
cost of manufacture. transport and market
ing to the lowest terms, and while the gen
eral style and method of packing might be
reduced to the standard of the market
sought. common business prudence should
dictate that quality must be stringently
maintained.
Mr.. DENLY does not hesitate to advise
manufacturers of certain American spe-
cialties holding a high position at home
China, because the only large demand pos
sibe to create there would be for goods of
a grade to which they could not reduce
their articles and maintain their identity
and reputation. In many fields similar to
China ii is better for makers of certain
high class goods to contemplate only re-
stricted sale, or to get into the market
with All entirely distinct though perhaps
similar cheap article. For example, some
American toilet preparations enjoying a
great reputation and wide sale III the
United States it would be useless to take
to poorer markets with the same quality,
price and name. AS far as such articles
are used at all by the great body of
buyers in Oriental markets, at least, it is
articles of inferior quality and smaller
price.