INFORMATION PLEASE T h e Information k’lease S>mposium was organized as a s u n e j of the methods used h> market research and product development groups to present information in its most interesting and productibe forms. Information is a medium of exchange to deielopnient men, for the free trading of ideas ma: hring to light the data which become stepping stones in the growth of a product from t h e research laboratory to a “source of income“ operation for the chemical manufacturer. Successful product exploitation requires a working knowledge of man? aspects of chemical and related industrial technologj , of economics, and of engineering. Research data acciini iilated from notebooks and reports and from the minds of people must be translated into concise, clear presentations of basic facts; these facts must then he interpreted for the use of technicallj trained personnel in man? different phases of the chemicals industry. The final ohjectiwe of an) market development campaign is the creation of sales. The dollar sign is its closing mark j u s t as the symbol “30” is used hj printers and “the end” by airthors. Allen Rogers. dean of educators in industrial chemistry, used to teach: “Keep your e j e on the dollar sign.” He had the habit of putting a large dollar mark on his hlackboard where i t could not be owerlooked. I n dealing with ideas and information, competent development engineers are ever mindful of Roger’s adbice: Information must be used so t h a t i t will lead to t h e dollar sign in the shortest possible time. h e w product information t h a t is to he used in the detelopment of markets is disseminated through personal interwiews, direct mail campaigns, publicity, ad1ertising, and various sampling techniques-procedures t h a t are the suhjects of papers in this s:niposium. The transfer of information within the parent organization is another important phase of the surwe) : RIanagement must be informed of the status of its new products, and technical representatives, serrice groups, researchers, engineers, and salesmen require a steady flow of information to expedite a dewelopment campaign. Papers from representatives of other groups t h a t use development information, such as technical sertice laboratories and trade publications, complete t h e symposium.
iM. 1%. BAKER Presented before the Division of Industrial and Engineering Chemistry at the 11 8th M e e t CHEMICAL SOCIETY, ing of the AMERICAN Chicago, Ill.
