Pac. Northwest Marketing Confab

THE all industry marketing conference, r a vearly event held for its membership by W".t".r, Building Material Asso. ciation, drew a representative mix of 164 manufacturers, wholesale distributors, lumber and building material dealers and industry associations this fall for sessions devoted to talking out problems.

As with the earlier three conferences. the highlight at Ocean Shores, Wash., was the opportunity for small discussion groups to talk over industry afiairs. Ten tables of 9 to t0 persons participated for a full day.

Discussion leaders guided t}e tables through a progress evaluation of prior recommendations and then opened afternoon sessions with time for "free wheeling" exchange on any matter of interest,

CONCLUSIONS AND RECOMMENDATI. ONS REPORTED BY THE IO GROUPS:

(I) SUPPLIER CATALOG PRICING

AII groups endorsed the 1966 recommendation that suppliers be encouraged to show in their catalogs a lisf prrice equal to twice tlre dealer's cost in lieu of a suggested, retail price-Ivther that a blank space should be appropriately placed on the sheets for the dealer's self-determined resale price.

It was reported that a growing number were adopting this procedure except for pre-priced items such as tools, hardware, sundries. The strong suggestion was made that the industry recognize and identify as list prices whenever the price was shown as double the dealer's cost; any other prices to be listed as suggested, retail ltrices.

It was emphasized that the industry must understand that the two terms were not synonymous and that the blank spaces were {or the dealer's self determination of a resale price when list was shown.

(2) PRODUCT FAILURE & COMPLAINT FORM

Strong endorsement was given to two forms recommended by WBMA for industry use. There was fuil agreement on the need for such a procedure and all recommended adoption and use of the forms by the industry, not only regionally but nationally insofar as possible.

(3) ASSISTANCE TO RETAILERS

High on the list of responses is sales training and product information. Attention was drawn to the fact that very few dealers are now taking advantage of programs ofiered. Problems relating to this matter were aired in good discussion with positive recommendations ofiered :

(a) Only "expert" instructors from suppliers and manufacturers be scheduled for product meetings. (WBMA again requested to develop an industry list of fully qiralified instructors. )

(b) Dealer must accept responsibility for properly planned meetings and see that employees be in attendance.

(c) Dealers should be aggressively and fully informed by suppliers and manufacturers of what is available through them in the way of training and product information.

(4) ADVERTISING

Endorsement was given to a series of regional fall seminars on this subject based on practical experiences of dealers and suppliers.

To further support the seminar program, a listing of co-op programs and advertising aids should be prepared. It was generally agreed that dealers are not now taking advantage of what is available.

Several groups concluded that manufacturer or wholesaler programs ofiering spifis to dealer firm and personnel should

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