MARKETING OF DAIRY PRODUCTS 23 1 



tion. The dealer always prefers a package of such size as will 

 be most convenient for the refrigerator, and as he prefers to 

 handle fresh goods he will naturally expect the goods to arrive 

 at definite times. 



The invoice, together with the bill of lading, should also be 

 sent by the first mail leaving after the shipment has been made. 

 Some factories put the invoice in an envelope in the package, 

 but it is safest and more in accordance with business custom to 

 send it through the mail. As butter fluctuates in value it is of 

 importance that the dealer receives the invoice so that he may 

 know the value of the goods before he sells them. 



3. He Should be in Close Touch with His Salesman and His 

 Customers. — He should receive daily reports from his salesman 

 and should write him daily. He should always write encour- 

 aging letters and not find fault with the salesman, for there is 

 nothing which will have a more depressing effect on a salesman 

 than an unkind letter from the home office. If the manager 

 has no helpful information or some word of encouragement to 

 send his salesman, then it is advisable to save the time and 

 expense of writing. The manager can well afford to keep in 

 close touch with his customers and it should be well worth his 

 while to write to them at times, if only for the sake of thanking 

 them for their business or perhaps at times advising them 

 when the salesman will call. Copies of such letters should be 

 forwarded to the salesman. 



B. METHODS OF MARKETING 



The method of marketing should be determined: First, by 

 the nature of the business. A market milk plant will naturally 

 dispose of its products locally; the same is true to some extent 

 if the product to be sold is ice cream. Soft cheese is also a prod- 

 uct which is too perishable to be shipped great distances, 

 whereas cheese, properly ripened and of a firm body, and butter 

 may be shipped to any part of the globe. Second, by the loca- 

 tion of the manufacturing establishment. A creamery located 

 in the country lacks transportation facilities for marketing in 



