Vol. 372 No. 12
asked the Minister for Industry and Commerce the plans, if any, he has for the development of awareness of the importance of the marketing function in Irish industry; the plans or resources, if any, he has to engage in, or to encourage, training in this area; and if he will make a statement on the matter.
29.
asked the Minister for Industry and Commerce if he will publish a Green or White Paper on the development of the marketing function in Irish industry; and if he will make a statement on the matter.
I propose to take Questions Nos. 25 and 29 together.
The lack of marketing orientation in Irish industry has been agreed in several official studies, reports and reviews. With the matter thus documented there is no need, in my view, for a Green or White Paper.
The Government's commitment to marketing is evident in its decision to appoint a Minister, and to establish an Office of Trade and Marketing. My immediate task is to seek new ways of developing marketing knowledge, skills and attitudes in Irish firms.
I consider that if the increased exports so crucial to economic recovery are to be achieved there must be a change from the approach whereby goods are manufactured in the general expectation of exports. This must be replaced by a market-led strategy in which the needs of the market place determine the kinds of goods and services to be produced. I propose to introduce legislation to give CTT specific policy guidelines to foster the new strategy especially in indigenous exporting firms.
CTT's allocation has been increased significantly from £17.75 million in 1984 to £24.272 million in 1987 to enable it to improve marketing awareness. I am satisfied that, both in its own programmes and in those in which it combines with the CII and IMI, CTT is engaging in and encouraging a suitable degree of training in marketing.
