ii6 Bulletin 153. 



II. Problems of Marketing must Receive Greater 



Attention. 



It is generally the first thought of the fruit-grower to plant 

 that kind of fruit which he can raise. It is quite as important, 

 however, to plant that which he can sell. It is the business of 

 the experiment station to determine means of increasing the 

 production ; it does not teach means of selling the product except 

 as it makes the product better. There is necessity, therefore, 

 that problems of marketing receive more and more attention from 

 farmers ; and these problems are more complex with the increase 

 of population and of competition. 



The first step in a discussion of marketing is a classification of 

 the purposes of the given enterprise. Classified in respect to 

 the objects in view, there are two kinds of fruit-growing, — that 

 which desires the product primarily for home use, and that which 

 desires it primarily for market. Of market or commercial fruit- 

 growing, there are again two types, — that which aims at a special 

 or personal market, and that which aims at the general or open 

 market. The ideals in these two types of fruit-growing are very 

 unlike, and the methods and the varieties which succeed for the 

 one may not succeed for the other. 



The man who grows fruits for the special market, has a definite 

 problem. The product is desired for its intrinsic qualities : and 

 special products demand special prices. The man who grows 

 fruit for the world's market, has no personal customer. The 

 product is desired for its extrinsic or market qualities ; and the 

 world's products bring the world's prices. The special-market 

 fruit-grower generalh' works on a small base. The world's- 

 market fruit-grower works on a large base ; or he sells to another 

 who, by combining similar products of many persons, is able to 

 command the attention of the market. Failure to distinguish 

 these two categories is the result of a confusion of ideas. One 

 grows fruit either for a special and personal market, in which 

 case he looks for his own customer and is independent of general 

 trade ; or he grows what the market demands, and allows the 

 machiner}' of trade to handle the product. In the latter effort, 



