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New Marketing Approaches Dictated by Changing Times¹

Dairy Division, Pet Milk Company, Johnson City, Tennessee

ABSTRACT

If the dairy industry is to meet the challenge dictated by changing times, we must employ new marketing approaches. These new approaches must include the following:

1. Better-trained marketing people in our industry. Our dairy manufacturing graduates need to have a better knowledge of the marketing concept being used in business today.
   
2. Better understanding on the part of our regulatory people for the need to try out new products and packages using our present facilities.
   
3. A review of our present pricing structure to determine if it is tailored to modernday marketing.
   
4. To step up our activity in the development and marketing of new and improved products.
   
5. Keep up with marketing trends in retail home delivery and wholesale distribution.
   
6. Recognize the desires and needs of the consumer and plan marketing programs accordingly.
   
7. Be more aggressive in our advertising and merchandising. We cannot afford to be complacent in thinking that people will always buy dairy products. All market surveys show that the consumer prefers to buy a well-advertised brand. We in the dairy industry must satisfy that preference.
   

¹ Presented at Dairy Manufacturing Extension Subsection, American Dairy Science Association Annual Meeting, June 18, 1963, at Purdue University, Lafayette, Indiana.