CHAPTER XVII 
MARKETING 
221. Modern methods. — The commercial grower de- 
sires, of course, to make maximum profits. He has for 
years been acting upon the assumption that if he pro- 
duces a large crop of the best quality and places it upon 
the market in the usual style, whatever that may be, be 
has done all in his power; and if the gross receipts fail 
to cover the cost of production and marketing he is not 
responsible for the loss. We have learned, however, that 
the problem of marketing bears a closer relation to 
profits than the art of production, and that it is often more 
intricate. Experience has taught the gardener that mod- 
ern methods of marketing must be used to realize the 
largest net returns. The problem is far reaching, for it 
begins at harvest and ends when the consumer has taken 
the last bite and has ordered the same dish for the next 
meal. 
Some gardeners are experts as producers and failures 
as marketmen. This is to be expected because the prob- 
lems are different. There is no reason, however, why 
successful producers should not meet with at least fair 
success in the disposition of their crops; but they must 
study and master the details of marketing Just as zeal- 
ously as they have studied and mastered every point that 
counts for successful production. 
222. The principles involved. — The ultimate aim of 
both grower and salesman should be to satisfy the con- 
sumer. This is the fundamental principle involved in the 
successful disposition of all kinds of produce, and obedi- 
ence to it secures quick sales, good prices and increased 
demands. Too frequently the gardener does not look 
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