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MARKETING DIRECTORS ARE FORCED EVERY YEAR TO SPEND MONTHS 

 AWAY FROM THEIR MARKET DEVELOPMENT WORK SUPPLYING MINUTE 

 DETAILS AND EXCESSIVE PAPERWORK FOR MPP. MEANWHILE, OUR 

 COMPETITION IS OUT POUNDING THE FOREIGN PAVEMENT IN SEARCH 

 OF NEW CUSTOMERS AND SALES. 



THE ANNUAL PROCESS OF PREPARING AND REVIEWING MPP PLANS 

 LASTS AN ASTOUNDING SIX MONTHS. PLANS ARE RARELY APPROVED BY 

 THE BEGINNING OF THE MARKETING YEAR, CREATING MARKETING 

 PARALYSIS OVERSEAS. THIS YEAR MAY BE THE WORST SINCE USDA HAS 

 YET TO ANNOUNCE EVEN THE APPUCATION DATE FOR NEXT YEAR'S 

 PROGRAM. THAT MEANS UNCERTAINTY, NOT ONLY FOR OVERSEAS 

 OFFICES, BUT ALSO OUR FOREIGN CUSTOMERS WHO WATCH THE 

 PROCESS IN DISBELIEF AND CONSTERNATION. 



IN CONTRAST TO DEVELOPING THE PLAN, THERE SEEMS TO BE LITTLE 

 EMPHASIS WITHIN USDA ON MEASURING RESULTS. FAS STILL HAS NOT 

 DEVELOPED UNIFORM CRITERL\ FOR EVALUATION OF PROGRAMS AND 

 ANALYZING PROGRAM EFFECITVENESS. ADMITFEDLY, THIS IS A 

 DIFFICULT UNDERTAKING BECAUSE OF THE INHERENT PROBLEMS OF 

 QUANTIFYING SUCCESS WITH GENERIC MARKETING PROGRAMS. 



