NAWLA puts "marketi ng" under the scope

tf,HE 77th annual meeting of NationalI American Wholesale Lumber Association at The Broadmoor in C,olorado Springs consisted of many facets, according to the more than 500 people in attendance.

The term "marketing" is a relatively new one and its correct definition covers a multitude of operations. The 1969 NAWLA meeting's theme was "Better Marketing"; and wholesalers, producers and guests hopefully came away with the knowledge of just what that means.

Dr. Edward Hill Barker from the University of Southern California set the tone of the meeting when he pointed out the managerial functions of marketing that must be practiced by the lumber wholesaler in order to justify his existence.

They were termed by Barker as

(l) market delineation,

(2) purchase motivation,

(3) product adjustrnent,

(4) physical distribution,

(5) com.munications,

(6) transaction, and

(7) post transaction. We can use this concept as an outline in describing the NAWLA meeting.

Market Delineation was part of the NAWLA meeting when Dr. George Cline Smith of Mackay-Shields Economics, Inc.o gave the lumbermen a view of the future demand situation for forest products during the same business session at which Dr. Barker spoke.

The o'delineation" was augmented by a position paper taken by the NAWLA board that concerned itself with short-term supply as well as long-term supply of the nation's need for wood materials. This NAtr/LA position is primarily aimed at initiating procedures to insure information in depth regarding demand and supply.

Purchase Motiuatian was discussed throughout the meeting by producers and wholesalers, both at scheduled meetings and in "rump" sessions by small groups.

In addition, exec. vp. Jack Mulrooney pointed out that, "The NAWLA mailer program for wholesale members and the NAWLA sales recognition program fit into this niche as factors which will direcdy and indirectly influence purchase behavior."

Product Adju,stment like product motivation drew a great deal of discussion in in-

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A concentrated look at marketing, what it is and does, dominated meet . . Bob Canton was elected new president .. . a number of association programs were unveiled . a resolution called for more boxcars, now.

dividual conversations between producers and the wholesalers. A firm must adapt its "product" to the market target. The many producers present could garner much information from the wholesalers on how their products were faring in the marketplace.

How much "product" will there be to meet our nation's demand? NAWLA representatives to the National Forest Products Association's board of directors, Phil Boyd and Bruce Harris, conveyed the producer feelings regarding raw material supply to the board and executive committee. Strong support of the National Timber Supply Act was a highlight of the NAWLA meeting, because it was felt that this federal lecislation is vitally needed to see that the public receives the fullest return from our country's greatest natural resource.

Physical Distributinn is very important to a bulk product like wood. A resolution, concerning our nation's rail carriers, calls for action to alleviate a chronic box car shortage and deteriorating railway service.

Comrnuni.calions can be best illustrated by the fact that over 350 delegates were present at the arrival night cocktail party, and 439 people attended the steak cook-out party on the following night.

The golf course was busy during all the daylight hours. Almost 200 took the Air Force Academy touro and all business sessions were more heavily attended than ever before. More than 40O attended the final night banquet.