This episode is from the WNYC archives. It may contain language which is no longer politically or socially appropriate.
Admiral John H. Morrill, President of the Trade Fair Ship, Inc. speaks about International Trade. The importance of American private enterprise forging relationships with foreign counter parts. Also, notes that American company's with foreign subsidiaries must be active in their management. American businessmen must spend time abroad.
Audio courtesy of the NYC Municipal Archives WNYC Collection
WNYC archives id: 70391
Municipal archives id: T204
This is a machine-generated transcript. Text is unformatted and may contain errors.
It's a very great privilege for us of the Overseas Press Club today to welcome the offices of the the trade fair ship which is about to play the unique role in American commercial life. I'd I'd like to mention at the outset that W N Y C again today as always is recording the program and will be broadcasting it during the course of this day. They have become an important part of our club life spreading the events that occur inside these walls to a much wider audience and all of us indeed are grateful to W N Y C four for this interest I'd like to begin by introducing the head table we have with us Steven Spencer who is vice president of the fair trade chip in charge of sales. Thank. You and my other side is that we all know our vice president Lynn wrote. I'd like to also ask again to stand up Bill Kilborne who is vice president in charge of public relations thank you and John McTaggart also in public relations in the trade fair Chip thank you and Gilbert Robinson who is the federal government contact man for the fit a trade show. I'll introduce several MARL with with no further ado beyond saying that all of us as as journalists have been well aware of his remarkable career we remember that tremendous story in The Saturday Evening Post which told. How he was one of the very last and perhaps the last to us to gape from Corregidor when that great disaster struck the United States at the outset of World War two He was in the defense of Corregidor commanding a minesweeper his guns were finally transferred ashore as all that do they could be added to the land defenses he then scuttled his ship so that it would not fall into the hands of the Japanese and then he set out on one of the tremendous adventures of World War two traveling in an open ship in an open boat with a thirty six footer. Without a sextant all the way to Australia Apr amend this feat of that navigation in the physical and Durrance which lasted for a very grim thirty one days. Admiral Marlowe subsequently has had many of the major American commands and now mbox upon the dramatic experience of being the first one ever to take a an American trade ship to ports around the world using this as a device for introducing American products to countries which certainly will find them Abalos and which should be defined them as eager customers many millions of dollars of business certainly is foreseen for this venture. Other countries Japan and Australia have already made this experiment in a prove the validity of but and very shortly Admiral morrow will be taking off on what will be a. An extraordinary cruise of thirteen months duration it's my great pleasure to introduce our home. Thank you Mr President a gentleman by way of occupational introduction and identification may I say that as your father you know my first career was that of a professional military man and a sailor. After the Navy let me lose I went back to college for eight years and it was not too easy. I went back to college and studied for two degrees working for Business Administration and international trade degree and marketing was one of the major subjects also also at the time of my leaving the Navy had a group of us formed our own business for a private enterprise firm in which I worked with private enterprise as a management and sales consultant there again it was not the conversion from the flat footed sailor to a businessman was not too easy but we enjoyed it and I'm explaining this because I want you to understand today if you will please that I'm speaking for private enterprise I'm not speaking for government I'm on the side of the fence today a private enterprise about private enterprise my story revolves about a great ship that's going around the world a ship to contain a showcase and showcase faction the best of American private enterprise products and services but first if I may I wish to turn back briefly to the general subject of international trade. Strong and war fought in many lands overseas it seems as though we American businessmen have become timid as mice. About projecting our image and business energy and or international trade perhaps it's because we've been allowed by years of comparative business prosperity and we have failed to notice that the rest of the free world is alive with the mad dynamic enthusiasm they're eager and anxious to trade with us and with each other some people here I know say well of course we gave them the money to get their start and no wonder they're doing so well but be that as it may be ladies and gentlemen the fact remains that they are dynamic they are alert they are on their toes they're doing things to them it's a new young world in which they're living vibrant the we here I feel sometimes act as though we are old and tired and we are fat and lazy especially in regard to our interest overseas it is not enough for us to send diplomats and Peace Corps overseas for our government to do it our own private industry enterprise has to do something about this situation Government men can never represent the picture of private enterprise they can never improve the image of private enterprise by themselves and ladies and gentlemen drolly the image of private enterprises being blackened by. Absenteeism by foreign ownership. By our absentee ownership we have many our large firms have many branches we have many subsidiaries overseas the presidents of our country of our companies of our major companies seldom see the people in the foreign land very seldom see one president of one very large company told me he said we never bother with our overseas branches we never ask them to do anything we never suggest anything to them we never criticize them as long as the balance sheet is in our favor but may I say this just wasn't Think what that means that is absent the ownership that is the thing that which the Latin American countries the people of those countries rebalance so actively in their own country against absentee ownership they are the very people who say well we don't want our owners to go to Europe and educate their children abroad where the people of Latin America but we never see the results of our labors then project that back to the fact that I for an absentee owner have even a forty nine percent in a company it doesn't do any good to say this is International Machine raped on the Filipino so and so forth they know you know you people have been out there you people been around the world as I have and you know that they don't fool anybody by saying that this is international machinery company so and so on such and such forty nine percent government American owns they will say well where are these Americans who are they we never see them and if we do see them it's the second and third rate people that come out to visit us now I may say that there are some bright exceptions are all companies right now are foremost in creating a good image abroad standard I was going out of their way to help the foreign the foreign nationals develop means of controlling the dust of the desert. They're helping the Japanese to to develop their farms by missed by the use of modern machinery and so forth Sinclair while the president think Jairo spends a good deal of his time the president not the international president the very president of the firm spends a good deal of his time overseas helping to end alive and to embellish the picture the image of American enterprise but by and large we have a lot to do yet well let us not worry about the past it's now time to do something about the future where the stronghold of the free enterprise system and it's up to us to go abroad and represent a property do not be as we should not go abroad and be ashamed the fact were Merican to try to disguise the fact that we're in business abroad they know where in business what they want is a better picture of the private enterprise system you people particularly I know have been overseas and I've heard what I have heard a question why do Americans permit the private enterprise system why do you permit capitalism in your country you are such nice people why do you permit this awful system of greed. And grasping for money that Laden John has to be changed you can never really expect that expropriation will not happen until you change the image of business itself and no amount of diplomats no military people no Peace Corps no anything coming from government is ever going to change the picture until private enterprise itself takes an active interest in not only our trade for shipping all such things that relate to it let me give you one very potent example recently the U.S. Department of Commerce set up a trade fair show and the BIA you know your Libya a country of desert and so forth they're trying to show the people over there the common people tools which they could use to bring themselves a better life it was a golden opportunity for the farm machinery people the American farm machinery people over there say look here is what private enterprise produces for the free men of the world by these tools you can better your way of living you too can reap the benefits of the system under which we live in America you too can have the better things of life that could have been done that for a comparatively few dollars by our great farm machinery economies where they there for the most part no thanks that it's not our policy so much for that so much for the past not a return to the ship we're going to try to do something now for change instead of talking about it this is not only a ship it is a way of life or into the future for our American businessman it is to become a home away from home a way of doing business abroad as simply conveniently and safely as doing business on Main Street USA here on a ship where placing all the marketing tools the know how and experiences of America that made America famous for mass production and distribution. Savior of your time today I should like to give you a synopsis of the report which we have made to Washington can turn in our operations forgive me if it sounds like a report for it is but I believe it will give you the facts clearly quickly and concisely without my taking up too much time when we report to them the purpose of the S.S. trade fair and of all the trade fair ships that we are going to send to follow it is to introduce and promote the concept called integrated marketing and protected sales for American manufacturers and service organizations in order to expand their international commerce in operation briefly I'm explained under the older marketing concepts before the advent of ships for trade fair ships the tools of marketing were scattered in many directions. For instance you sent your salesmen out in one direction you sent your advertising out in another direction your catalogs were mailed here your distribution went out your displays were in your showcase in the factory the demonstrations were sent out you sent out engineers the entertainment was conducted maybe here in New York someplace else but it was very seldom that any two of those marketing tool met converged on the customer at the point of contact and that's what I'm talking about an integrated marketing under the integrated concept advertising catalog distribution financing salesman demonstration displays and entertainment all converged by deliberate planning for a prearranged and pre-announce rendezvous on the trade fair ship for the seller meets the buyer face to face in an atmosphere of business like friend in the US That's the trade fair ship is a far different tool indeed than a mere arrangement for moving exhibits from one place to another this is what we told the government we said this is a marketing concept in which we are deliberately bringing in the customers and they advertise and the financing and the credit checking and the distribution and the demonstration displays and the entertainment all to one spot so that you can conveniently sell face to face businessman to businessman in an atmosphere that conduct business the types of products did it to be displayed. When to sell that was shipped we show the allocation to the six decks of the trade fair. Trade fair. We reported that the space allocations were selected on the basis of the rather they for saying is of product sales. In other words we did not just say we want a whole batch of products on the ship we took the reports from the Department of Commerce and their publications for past years and determined that this particular group a product was the group of products which Americans could sell in any one of the fifty two ports which were going to visit there where we researched this thing so that the products which is going to be displayed are not inappropriate there are percentage wise they are located on the ship in proportion the itinerary is I believe you've got of the new. And Lot is in four blocks the itinerary was likewise market research there are places in the world where American products are not particularly favored I will say less favored are where tariffs are very severe but we have researched this by ten array to the extent that there is no one of these marketing areas in which we are going to visit that does not have an active identified demand for American products actually identified by the people in the persons who want the product important to them transportation we are part of the ship itself provides all the transportation necessary and this project. And any other project different every spec display arrangements are shown in our brochure. May you've seen them down but all moving in static to so it is for display a range of segments we have on board the ship something that you have practically a no trade fair exhibit site and that as all of the utilities from A to Z. We have low voltage high voltage AC D.C.. Gas contrast air water everything that an exhibitor will need to make is exhibit right up he can have activity or it can have what he wants display space available we have forty thousand square feet of exhibit space and seventy five thousand square feet of conference room lounges projection room itself what I make our attention to the proportion that we have almost twice as much space allocated to making friends the person to person friends overseas of our counterparts in business almost twice as much space for that purpose as we have for the actual exhibit we have the ability and we have the. Plans and the program for having foreign students and our student meet on the ship we have the ability for the foreign businessman and our businessman to talk over their mutual problems I import from you you import from me this is a mutual fair anybody who knows international trade know that it's not a one way street bases a villa though ev-L. ability a space space is generally available on the basis of rental units of fifty square feet of exhibit space we have for a t