We have a strong mutual interest in 

 the matter of merchandising, for we must 

 recognize the fact that we are not only 

 in the business of supplying demand, but 

 also of creating it. Today, hard selling 

 means smart selling. Goods and services 

 are liabilities until they are sold. 

 There is a premium on sound marketing 

 decisions. In our fast-shifting economy, 

 fixed attitudes cannot meet changing 

 needs. Yesterday's marketing techniques 

 will not meet today's changing market. 

 Smart selling calls for using all of the 

 means in modern marketing. This relent- 

 less struggle for markets, demands that 

 those of us involved, either directly, 

 or indirectly, in the sales of canned 

 tuna must adopt new methods for new products 

 and provide new services. 



The government does not intend to sell 

 your product for you or to tell you how you 

 should sell it. We don't want to affect 

 your individual competitive positions. 

 This is your job and is a traditional activ- 

 ity of private enterprise. We do want to 

 help you sell more tuna. We think that 

 through the important avenues of market 

 research, market analysis, and market 

 development, and with your advice and help, 

 we can help you increase the consumer 

 demand for your product. 



Literature Cited 



Anderson, A. W. , W. H. Stolting and 

 Associates 



1952. Survey of the Domestic Tuna 

 Industry. U. S. Department of the 

 Interior, Fish and Wildlife Service, 

 Special Scientific Report: Fisheries 

 no. IOU. Washington 25, D. C. h36 pp. 



National Canners Association 



1956. The Philadelphia Project. 



Seasonal Patterns in Retail Sales of 

 Canned Foods. Report no. 3. 

 Washington 6, D. C. 52 pp. 



United States Department of Agriculture 

 1956. Household Food Consumption Sur- 

 vey 1955. Reports nos. 1 to 5. 

 Washington 25, D. C. ($1.25 each). 

 196 pp each. 



United States Department of the Interior 

 1956. Household Consumer Preferences 

 for Canned Fishery Products. Fish 

 and Wildlife Circular U5. Wash- 

 ington 25, D. C. I4.6 pp. 



Zitter, Meyer and Jacob S. Siegel 



1958. Illustrative Projections of 

 the Population of the United States, 

 by Age and Sex I960 to 1980. U.S. 

 Department of Commerce, Bureau of 

 the Census, Current Population Re- 

 ports Series P-25, no. 187. 

 Washington 25, D. C. ($0.25), 25 pp. 



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