47 Complete NAWLA Seminar

The importance of possessing detailed product knowledge and researching the needs of customers are just two of many valuable marketing concepts stressed to 47 young forest products sales people at NAWLAs Wood Marketing Seminar, the eighth in a continuous series ofin-depth training programs designed to accelerate sales professionalism among lumber and plywood salespersons.

For the sixth straight year, Oregon Sate University, Corvallis, Or., was the site of the spring NAWLA school, June 15-20. This year's session had the largest enrollment to date and brings the total number of seminar graduates to 351.

Although the thrust of the seminar is geared specifically to wholesale distribution, over a quarter ofthe class involved manufacturer sales trainees and service suppliers to forest products wholesalerdistributors. This is probably due to the unique opportunity for all lumbermen to better understand wholesale distribution.

The curriculum is organized around the four principles of the marketing mix: product, place, price and promotion. Students are provided managerial insight into areas of return on investments, profit margins, inventory turnover and accounts receivable management. Day-to-day subjects such as handling claims, proper sales documentation, industry nomenclature and standards round out an intense week-long period of study.

Practical exercises on different types of sales techniques a wholesaler can apply in various situations are performed by students in the classroom. Each student's performance is evaluated by his classmates under the supervision of NAWLA wholesalers. The seminar reinforces classroom lectures throughout the week wittr demonstrations, handouts, field trips to the forest and mills, homework, and examinations.

The faculty is made up of a group of industry-oriented OSU academia and a number of wholesale and mill principals from throughout North America. This year's group included Drs. Helmuth Resch, Milford MacKimmy, Terry Brown and Phillip Humphrey of Oregon State. NAV/LA professionals donating their valuable time and effort included William E. Baugh, Incline Village, Nv; Eric Canton, Minneapolis, Mn; William E. Clark, Evanston, Il; Lou Huettl, Minneapolis, Mn; larry Humphrey, Thcoma, Wa; W.E. Livermore, Burlington, Ontario; Richard D. Riley, Columbia Falls, Mt; and Charles L. Scharpf, Eugene, Or.

4 Million Vinyl Window Sales

Continued consumer emphasis on home energy conservation and comfort, and a bullish economy are expected to push solid vinyl window sales in the replacement window market to approximately four million units this year.

Window, Skylight Sales Growth

Window usage will gain 390 this year and hold constant through 1987, according to the American Architectural Manufacturers Association, with skylight use increasing by at least 530/0.

These figures apply to prime, new and replacement windows, storm windows and doors, patio doors, aluminum siding, mobile home windows and skylights for the residential market.

New Homes Use More Moulding

New homes in all price ranges are going back to a traditional look that lends itself well to the use of wood mouldings. As a result, wood moulding dealers can expect to see an increase in sales to the new construction market. Portland, Or., home builder Gary Reid, Gary Reid. Inc., as a case in point. singles out the Oregon market which is now using far more interior wood products than in recent years. ''Today, wood products in general and wood moulding and millwork in particular help sell homes." he said. "and I'm in the business of selling homes, so I use a lot of both."

STUDENIS in the NAWLA seminar toured the woods (top photo) where foresters explained the effect of silviculture to stand density and tree quality (lower ph0t0). Students also had the opportunity to observe the density of old growth Douglas fir.

Vinyl windows, which represented 6% of the replacement window market in 1979, accotnted for approximately 20% of replacement window sales last year.

"The growth of the vinyl segment of the window market has been nothing short of phenomenal," says Jack McDermoff , vice president of marketing for solid vinyl windows at Certain:Ieed. 'As consumers become more familiar with the thermally efficient and maintenance saving features ofthese units, they're abandoning traditional materials such as wood and aluminum. Also contributing to this trend is the addition of new vinyl window sfyles that can accommodate virtually any opening and architectural design."

McDermott said most homeowners will continue to look at the contractor as the exclusive supplier and installer of windows, especially where custom fabricating is essential to ensure a precise fit. Homeowners, he says, also have been attracted to many of the new convenience and maintenance features such as the night-lok for added security, tilt-in sashes for easier cleaning, and color that is molded clear through the frame.

Because ofthis potential increase in wood moulding usage, Reid notes that manufacturers, distributors and dealers must get more information about moulding into the hands of builders. ''Why?" he asked. "Because builders are eager to learn more about wood moulding and millwork, especially hov to use it in more attractive ways."

Denver lumber Firm Relocates

IGllogg Lumber Co., Denver, Co., has moved its operations to 6700 Race St. after 62 years at 160 W. Alaska Pl. off South Broadway.

The move to the new site gives the company subsantially more office, sales, and yard space, as well as better transportation access to Interstate Highways 25 and 70 as well as a rail siding, according to Walter E. Kellogg Jr., president.

Catering exclusively to general contractors, homebuilders, and industry, Kellogg Lumber Co. was founded in1924 as the Willis-Kellogg Lumber Co. In 19214 it was purchased completely by Walter E. Kellogg, a second generation Colorado lumberman. Tirday's president is the third generation of Kellogg frmily management and ownership.