Evening star., 1918-12-01

been expressed in the old dictum
'look before you leap" It's value is
demonstrated by the tnfailible aver
ago Of percentages which guide the
policies Of life insurance companies.
A mortality table 10 not very inspir-
Ding. butVi It Is the groundwork Of a
certainty which must stand at the
bottom OF business in general II any
degree OF permanence is expected.
-
For all those who are Interest," d in
an old or new market for an o:d or
new commodity this
Echedu1e NJ federal business ex-
ecutive recommends
tion under the following schedule:
A. Population figures
1. Racial predominance. -.
2. Percentages Of other racial
stocks.
3. General literacy Of state or pub
lie education. "a very vital ppint
In advertising. display methods,
personal approach. etc.).
4. Predominant employment. wheth-
er Industrial, agricultural or mer-
/ camille.
5. Percentages Of other vocattons
and professions.
B. Purchasing power per capita
c. Character Of banks. whether lib
eral or conservative.
D. Merchandising customs.
1. Character of stores whether de-
partment stores or shops or other
sales methods.
2. Payment habits, whether by casn
or credit predominently.
8. Local delivery requirem onts.
4. Use Of sales floors or warehouses
(that is, do the merchants nut the
greater part of their stocks IN
one place or the other; some as
play only a fcw samp-es and de-
liver from warehouse).
&. The use .of advertising mediums
and outside solicitations.
e. Banking facilities:
1. Are the banks primarily ansoroed
in financing crops or factories?
2. Are they generally conservat;,se hsan n;n e
on the Individual purchasing abll-
ity' if ready money awaits the
marketing of crops or can be bor-
ro-ved in anticipation nf them.o
8, The proportion of banks or ONE.
financial agencies that accept
mOrtraVGS on Ttdl CS'dt0' 49,
crafty in this respect creates
more fluid conditions of nnrchas;
ing mower among the public and
stabilizes local conditions)
r. Ira ansportation facilities.
1, What water. rail and trolley lines
exist ard carry pacTage 1reignt:
ION this question hinges much OF
the marketing problem in the
smaller comrrodities. since they
are readily distributed over wide
radius from warehouse centers:)
This skeleton should be modified
according TO the commodity TO oe
marketed. These points are suggested
as guide to determining the facts
in the case, which cannot be NEGLECT.
ed bv the sales MANAGER who mus.
reduce to q minimum the overhead
costs Of failure.
* X
Trade Diplomats both those sent far
afleld by the government and those
who have been studying
n;n1.,,.+s new markets for some
Of the larger business
OF Trade, concerns in this coun-
trv. warn that an American habit
must be corrected. That is the hrusque.
businesslike method of going after
the orders for American-made goods.
p. e. Reuter- has warned the Oil
orushers against 1t. ]. II. Sanger
specfal agent Of the United States
bureau Of foreign and domestic COM
merce to study advertising methods
in South America. has given similar
advice. Consuls and commercial at.
change. In many countries, especially
in South America, the prospective Gus
toner likes to deal more courteousiy,
more in a visiting fashion. with the
sales agent. He likes to chat about
the weather or the family. especially
the family, perhaps for days before
talking business, but generally the
size of his invoice well repays the
patient salesman for his Toss OF
time"
Again, these commerce advance
agents warn that too often the Amer
ican shipper does not fill the orders
causes q loss of "gpod will" and
arouses, suspicion and lack Of con-
fidence. They say that there should
be no substitution and that the goods
should be packed and shipped to meet
the wishes Of the purchasers even II
they require a departure from Amer
ican custom.
There are two things to be consid-
cred by the American exporter In
this regard: ~ Utility, (2) taste or
appearance.
~
First, as regards utility: The Gus
toner is not always right. # an Amer
lean manufac-
Considerations That turer has the
Affect Trade. saw Il would he
a mistake to produce one less efficient
in order to appeal to the habit, custom
or prejudice that is purely superficial
American hardware manufacturers have
been particularly successful in foreign
trade, and they achieved that success by
insisting on selling their goods on
quality basis, pure and simple. They
did not make their saws or axes old
fashioned because Germany did. They
have sold axes in this way throughout
the great lumber regions in Siberia,
Australia and South Africa In doing
this they have passed up large amount
Of cheap trade which the exporters call
trash" and which Germany has shown
a strong inclination to take up.
Second, as regards taste or appear.
ance: Ia this the American manufac-
turer has often fallen down" Taste
80 htsA t10 aAR tn h RffIAtDf