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Show CONFIDENCE IS CORNERSTONE OF SUCCESSFUL MARKETING SAYS EXPERT Cooperative marketing is coming to be looked upon by farmers all over the country as the key that will unlock un-lock to them the door of continued profits and success, and efforts to establish es-tablish cooperative societies of various vari-ous kinds and sizes are of almost daily occurrence, yet there are many farmers who are holding back from these enterprises mainly because they fear the likelihood of failure. A great deal of attention by the school of Commerce and Business Administration Administra-tion at the Utah Agricultural College this year, and in general the opinion of the experts there is, that it is better bet-ter for the farmers to err on the side of caution if they err at all in such an. undertaking as the cooperative marketings of their products. This opinion was borne out by a recent address of Benjamin Brown before one of the college classes in economics. Mr. Brown who is manager' mana-ger' of the Utah Poultry Association spoke from the point of view of a successful operator in the field and gave what he considered the fundamentals funda-mentals of a successful marketing association. as-sociation. According to Mr. Brown, the experience ex-perience of the Utah Poultry Association Associa-tion which is now operating all over the state and under the management of which the shipments of poultry products from Utah has reached an unprecedented figure, is that the fundamental of a successful marketing market-ing society is confidence. "In securing this confidence," said Mr. Brown; "We have carried out four things: (1) all of the major officers offi-cers of the cooperation were placed under surety bonds to assure the honest performance of their duties, (2) all of the cooperators were placed under contract to dispose of their product through the cooperation, (3) an 'accountable" accounting system was adopted so that all of the accounts ac-counts of the association were open for inspection by those interested, and (4) a vigorous effort was made and is being made to secure the confidence con-fidence of the buyers in the quality of our product and the efficiency of our service." The speaker added that a knowledge knowl-edge of the details of efficient marketing, market-ing, the proper times to buy and sell, where and how to dispose of the product pro-duct to best advantage etc. are all very necessary but they are not sufficient suffi-cient to insure success unless the cooperation co-operation is built from the first on a foundation of absolute confidence. |