Marketing Its Problems And Methods

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282 MARKETING purchases for example, of hosiery and other apparel. So that, in addition to the keen eye and sensitive fingertips of the expe- rienced buyer, we added the eternal verity of the test tube and the microscope. 2 A combined scientific and commercial analysis was made by the manufacturers of a widely-known cooking-fat com- pound. They had been for years in the business of making and selling a mechanically-mixed lard compound', made up of cottonseed oil and oleostearine. They knew, the...re- fore, the demand for such a commodity and the special qualities required. By means of experiments carried out through a period of four years, they succeeded in produc- ing the right kind of commodity. This task was accom- plished by examining all the cooking fats in existence and listing their weak points. Through a process of hydrogeni- zation, they were able to correct such faults as the tendency to become rancid, the large content of stearic acid, the low burning point. Here is an instance where a commodity was deliberately and carefully built up to satisfy an es- tablished and well-defined demand.

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