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make our influence felt, just to that extent can we control prices. 

 This fact might dictate to us as to what market we should go. A 

 market in proportion to the size of our supply. 



Another point to which I wish to call your attention is the 

 matter of cost. We. in order to market intelligently must know 

 the exact cost of any product we put upon the market. From what 

 I have seen since I have been in your county I believe you have a 

 better development along horticultural lines than we have in Lu- 

 zerne, yet if I should ask you how many of you knew the exact 

 cost of any product you ever put upon the market I doubt if one 

 of you could tell me. I hope for your sake that I am wrong about 

 this. It is a principle as old as the hills that in order to trade (and 

 that is what marketing is ) intelligently you must know the value 

 of what you are trading in. This matter of cost may look like a 

 big job to you and I will admit that it does require some study and 

 thought to work out a system to properly work out the cost of our 

 dif¥erent crops, but when you have such system once started it only 

 requires a few minutes each day to keep it in shape. Bear in mind 

 that the International Harvester Company have their own ore-mines 

 and forests from which they take their raw material and their busi- 

 ness requires a much more complicated system to know the cost of 

 their product and yet they have it because it is absolutely necessary 

 that they should. I believe it is very possible for us to make a nice 

 little profit on four or five acres of some crop and loose it on a pair 

 of pigs or a dozen chickens or visa versa just because we don't 

 know the cost. 



Another thing this company does : At some certain time of the 

 year they take a complete inventory, so that they can tell to the cent 

 whether their operations for the year have been at a profit or loss. 

 What would it be worth to us now as fruit growers if we had done 

 this every year and should do this again on the first day of next 

 January and then set down and figure out just what we had made or 

 lost during the year that is past and then take our cost account and 

 tell just what crops we grew at a profit and which ones at a loss. 

 What a guide to us in our future work. 



Another thing they do very extensively is advertising. It was 

 said a year or two ago, in the sale of automobiles for instance, on a 

 $2,000 machine, that absolutely $1,000 of that was spent for adver- 

 tising and placing the machine on the market. Now I am not say- 

 ing that it would pay fruit growers to spend so large an amount 

 proportionately as this, but there are many little and cheap ways 

 that we can use to call the attention of the public to the value of the 

 apple as a food. Just last week in conversation with a western 

 apple man he told me that it didn't make any difference where you 

 went or for what purpose in Spokane you heard the apple talked 

 about. Those western fellows are just filled up with it and we can 

 see the result of that kind of advertising in our eastern markets. 

 I heard another good authority say that if fruit growers would ad- 

 vertise and educate as extensively as the breakfast-food people did 

 that there wasn't enough apples grown in the United States to sup- 

 ply the population of Pennsylvania. Bear in mind that their pro- 

 duct has no value as a food in comparison with ours. 



