Average consumer is becoming more sophisticated regarding product and advertising claims, partly because of widespread criticism of such assertions. This problem can force a change in marketing approach in many kinds of businesses. Have you examined this problem of increasing consumer sophistication from the standpoint of your own company?

Need for service is here to stay -- and the problem is going to be tougher to solve in the sixties. There are two reasons for this. First, most products tend to become more complex. Second, in a competitive market, the customer feels his weight and throws it around.

Providing good customer service requires as thorough a marketing and general management planning job as the original selling of the product. Too often it is thought of at the last moment of new product introduction.

Good service starts with product design and planning: Many products seem to be designed for a production economy, not for a service one. Proper follow-through requires training your own sales organization, and your distributor organizations, not only in the techniques but also in good customer relations.

Have you assessed the importance of service and given it proper attention?

In spending his money today, the consumer is pulled in many directions. To the manufacturer of the more convenient type product -- the purchase of which can be switched, delayed, or put off entirely -- the implications are important. Your competition is now proportionately greater -- you are competing not only against manufacturers in the same field but also against a vast array of manufacturers of other appealing consumer products.