30 chapters
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30 chapters
FOREWORD
FOREWORD
I made the acquaintance of Doctor W. E. Aughinbaugh about eight years ago, when I was in charge of the advertising department of a large concern doing an international business. The doctor came with us to look after the export trade, especially in the West Indies and South America. My work naturally brought me into close association with him, and I soon began to appreciate his unusual ability in many directions and his special fitness for the position he occupied. There seemed to be no phase of
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I GENERAL REMARKS ON FOREIGN TRADE
I GENERAL REMARKS ON FOREIGN TRADE
War completely changes commercial currents. The victor takes the established and profitable trade, leaving to the vanquished the harder lines of business and the development of new fields. This is as true of the first war recorded by history as it will be of the last. As an illustration of the veracity of this statement it is only necessary to recall our war with Spain. Prior to her defeat, Spain controlled the bulk of the banking and commerce of the Philippines, Cuba and Porto Rico. To her poss
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II BRAZIL
II BRAZIL
The Republic of the United States of Brazil, including the Acre Territory, is the largest of the South American countries and if we include Alaska and our island possessions is really larger in area than the United States of America, by about 200,000 square miles. It is fifteen times larger than Germany and sixteen times larger than France. With the exception of Ecuador and Chile its frontier touches every country of South America, being bounded on the north by British, French and Dutch Guiana a
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III ARGENTINE
III ARGENTINE
Juan Diaz de Solis in 1508 discovered the Rio de la Plata, otherwise known as the River Plate, while searching for a southerly passage to the Pacific Ocean. In 1525 Sebastian Cabot entered the river and gave it the name it now bears, at the same time erecting a fort near its mouth. A wealthy Spaniard, Pedro de Mendoza, in 1536, in exchange for certain landed rights and governmental privileges, established what is now the present city of Buenos Aires. It is unnecessary for the purposes of this bo
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IV URUGUAY
IV URUGUAY
The first European who set foot on Uruguayan soil was the man who discovered the Rio de la Plate—Juan Diaz de Solis. This was in 1508. He and his associates were immediately attacked by the Charruca Indians, who annihilated the party. Later on Portuguese settlers from Brazil attempted to colonize this land, but they met with repulses, as did also the Spanish colonists who followed them. As a result of the invasion of this territory by Portuguese and Spanish it was claimed by both these countries
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V PARAGUAY
V PARAGUAY
Due to the ambitions of one man—Carlos Antonio Lopez—a dictator of the worst type, with Napoleonic designs, Paraguay, one of the finest of South American countries, one with brilliant prospects and holding the greatest opportunities, is to-day the most backward and has the smallest population. Paraguay was discovered by Sebastian Cabot in 1526. Following him came Juan de Ayolas and Domingo Irala, who in 1536 founded the city of Asuncion, now the capital of the republic. Up to 1810 it was a Spani
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VI CHILE
VI CHILE
After Pizarro had conquered Peru he dispatched Diego de Almagro with an army, instructing him to explore and take the territory to the south, or what is now Chile. He was unable to accomplish the task. In 1540 Pizarro sent another expedition under Pedro Valdivia, whom fortune favored and who penetrated to what is now the city of Santiago, which he founded in 1541. For more than 100 years the warlike Araucanian Indians made repeated attacks on settlers in this territory, the Spaniards having grea
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VII BOLIVIA
VII BOLIVIA
Bolivia, the fourth largest of the South American republics, extending over an area of 708,195 square miles, is without a seacoast, having lost control of her ports on the Pacific Ocean as a result of the war between Peru and Chile. This country occupies as much territory as all of the states east of the Mississippi, excepting those of New England, or is as large as the combined areas of California, Washington, Oregon, Idaho, Arizona, Utah and Nevada, and is bounded on the north and east by Braz
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VIII PERU
VIII PERU
Recent archæological finds warrant some authorities in claiming Peru to have been the home of a highly civilized and cultured people 25,000 years before Christ. The race which inhabited the land then were the Chumus, the progenitors of the Incas, whom Pizarro found when his expedition arrived in Peru from Panama in 1532. The Incas had a socialistic form of government, were able engineers, good surgeons, noted agriculturists and really a wonderful people. The treatment of this docile and intellec
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IX ECUADOR
IX ECUADOR
Sebastian de Benalcazar, a lieutenant of Pizarro, on December 6, 1534, was the first European to enter the Kingdom of Quito, the seat of government of the Caras Indians. The Spaniards controlled this territory at different times from Lima, Peru, or from Bogota, Colombia, as conditions warranted. In 1809 the Ecuadorians attempted to throw off the yoke of Spain, but were unsuccessful in establishing their independence from the Mother Country until May 24, 1822, when General Sucre defeated the Span
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X COLOMBIA
X COLOMBIA
Columbus on his fourth trip of discovery to the New World was the first European to sight Colombia. He sailed along the coast during September, 1502, but did not undertake to land. Alonso de Ojeda in 1508 obtained a patent from the Spanish crown and after repeatedly repulsing the warlike Indians, secured a foothold at Cartagena, which place he proceeded to fortify. Others with warrants from the King of Spain also entered the territory, ultimately subjugating the Indians and establishing the capi
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XI VENEZUELA
XI VENEZUELA
Venezuela was discovered by Columbus on his third voyage to America August 1, 1498, at the time of his visit being the home of more than 150 different tribes of warlike Indians, who resisted to their limit the attempts made by Spain to conquer them and explore the country. In 1520, Cumana, on the coast of the Caribbean Sea, was founded and is the oldest European settlement in this hemisphere. The Indians, however, kept up a continuous warfare against the invaders, being gradually pushed into the
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XII CENTRAL AMERICA
XII CENTRAL AMERICA
Owing to their many points of similarity in productions and climate and their geographical position, the five republics of Central America, the English colony of British Honduras, as well as the Republic of Panama, may be considered together. Nicaragua and Costa Rica were discovered by Columbus on his last voyage to the New World in 1502, and a small settlement was made by him in Costa Rica, which the Indians afterwards destroyed, being incensed by the treatment received at the hands of the inva
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XIII MEXICO
XIII MEXICO
Prior to the invasion of Mexico by the Spaniards, the Aztecs who inhabited the country, had developed a wonderful system of religion, education, civilization and government. Hernando Cortes landed April 12, 1519, at about where Vera Cruz is now located, marched inland, and with the aid of friendly Indians succeeded in finally conquering the inhabitants, burning their cities, destroying their libraries and killing their emperors, in reward for his service being made Governor of New Spain as the S
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XIV CUBA
XIV CUBA
Cuba is so near to us and our commercial and political relations with it are so intimate that it is worthy of careful study. It was discovered by Columbus on his first trip to America October 28, 1498, and in 1511 Diego Velasquez was appointed its first Spanish governor. His principal task was the subduing of the warlike Carib Indians. In 1762 when Spain was fighting England and France, Havana was captured by the English who, when peace was finally declared, returned it to Spain. Many sporadic a
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XV SANTO DOMINGO
XV SANTO DOMINGO
The Dominican Republic occupies the eastern and larger section of the island known as Santo Domingo or Haiti. This island was discovered by Columbus on his first voyage December 6, 1492. The peaceable aborigines whom he found on landing were so abused under the Spanish rule, that by the year 1500 fully 90 per cent. had died and the colonists turned to Africa for slaves to work their estates, 4000 being brought here in 1517. French, Dutch and English buccaneers made this island their rendezvous o
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XVI HAITI
XVI HAITI
Much of the history of Haiti is associated with its neighbor, Santo Domingo, and need not be again told. After the French had established their government in this island they imported negroes from Africa as slaves. These revolted in 1791 and in 1801 declared their independence, finally expelling the French in 1804. This land has been the scene of much bloodshed and lacks stability in its government, as it always will until taken under the control of some strong power. Its geography and climatic
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XVII PORTO RICO
XVII PORTO RICO
Porto Rico was discovered by Columbus in 1493, and colonized by Ponce de Leon in 1509. Because the greater percentage of the population of the island speak Spanish and have the traits, desires and inclinations of that race, it may be briefly considered despite the fact that it has been an American possession since 1898. Within another 25 years practically all of its 1,120,000 inhabitants will be able to speak or understand English, which is now taught in all the schools, education being compulso
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XVIII THE GUIANAS: BRITISH, DUTCH AND FRENCH
XVIII THE GUIANAS: BRITISH, DUTCH AND FRENCH
Most travelers ignore British, Dutch and French Guiana, assuming that climatic conditions are unfavorable and the small size of the population means no demand for goods. The fact is that they are not unhealthful, that their credit is good, their merchants reliable, their purchasing power in proportion to their inhabitants is excellent and especially the Dutch and British colonies are friendly to us and what we produce. They are well worth a visit, and spend annually in the United States jointly
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XIX EUROPEAN POSSESSIONS IN THE WEST INDIES
XIX EUROPEAN POSSESSIONS IN THE WEST INDIES
Four European countries, England, France, Holland and Denmark, have possessions in the West Indies. They are readily accessible, cleanly, attractive, hospitable, and will repay a visit both for business and for pleasure. All of them are dependent on the outside world for their staples and food supplies, and to-day are receiving great attention at the hands of the Canadian merchant, who has in many instances supplanted us, especially in such necessities as flour, dried fish, butter, potatoes, oni
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XX FOREIGN TRADE WITH LATIN AMERICA AND HOW IT DEVELOPED
XX FOREIGN TRADE WITH LATIN AMERICA AND HOW IT DEVELOPED
No military campaign was ever planned with such exactness of detail and precision as that which characterized the preliminary movements of the exporting nations of Europe to acquire control of Latin American markets. When the Franco-Prussian war was over and the Powers of the Old World had settled down to a development of their resources, it soon became apparent that foreign fields must be sought in which to dispose of the excess products of their industry. With that object in view governments,
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XXI METHODS OF DOING BUSINESS
XXI METHODS OF DOING BUSINESS
The question of what method to employ in developing a business in Latin America depends primarily upon your capital and the nature of your product. Obviously we manufacture numerous things that these countries cannot use. Many of our manufacturers seem to be totally unaware of the goods suitable for these markets or their peculiar requirements. I have met a man in Brazil selling, or rather trying to sell, snow plows. It is quite apparent that no amount of exploitation or argument could possibly
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XXII THE SALESMAN AND THE CUSTOMER
XXII THE SALESMAN AND THE CUSTOMER
The success or failure of a business venture in Latin America depends materially on the character of the representative sent to these marts of trade. Never having seen or heard of you or your goods, it is most natural for the foreign merchant to make his deductions from your emissary. The typical ambassador of commerce for South American fields should combine elegance of dress and courtliness of manners; be a linguist; a scholar; a diplomat; a philosopher; always a student and a business man as
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XXIII CUSTOM-HOUSES AND TARIFFS
XXIII CUSTOM-HOUSES AND TARIFFS
No one can fully appreciate what difficulties custom-houses and tariffs can cause until he has had experience with those in Latin America. The custom-house officials deem it their duty to harass, embarrass, annoy and add to the troubles, worries and expenses of the merchant in these lands. They are veritable boulders in the path of business progress. The charges, fees, tariffs, taxes, and the hundred and one incidental and unwarranted expenses which exist in no other custom-houses in the world s
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XXIV TRADE MARKS
XXIV TRADE MARKS
The registration of your trade mark should be attended to as soon as possible if it is your intention to enter the Latin American field with the article which you manufacture. In many of these countries the laxity of the laws governing this important commercial protection work great hardship on legitimately established enterprises. I regret to state that in nearly every one of these lands, it is legally permissible for anyone to register any trade mark on fulfilling certain simple conditions and
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XXV FINANCE AND CREDITS
XXV FINANCE AND CREDITS
The science of foreign banking is the most difficult to understand of all the departments of modern finance. It requires the experience of experts whose knowledge must be the most profound and complete and includes such details as the conditions of the world’s markets, the existing crops, factory productions, local and extraneous political affairs, as well as external and internal commerce. European financiers and merchants soon recognized the importance of reciprocal banking arrangements betwee
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XXVI PACKING AND SHIPPING
XXVI PACKING AND SHIPPING
The method of packing goods intended for the export markets of Latin America is worthy of the greatest study and the most serious consideration. Poor and improper packing, so characteristic of American made goods, has caused us the loss of much business, and wherever I have been in these countries it has formed the subject of much unfavorable comment and highly warranted criticism. Of late there has been a slight tendency toward improvement in this really important branch of the foreign trade, b
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XXVII ADVERTISING
XXVII ADVERTISING
Advertising is in its infancy in all parts of Latin America. It has been given neither thought, study or attention, by the native, and where some particular article has made a “hit” or developed into a profitable seller through publicity, the chances are that the campaign was conducted by some foreigner more or less familiar with modern methods. Thousands of dollars are yearly wasted by inexperienced persons in trying to market goods along erroneous lines. The great thing which militates against
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XXVIII RECIPROCITY
XXVIII RECIPROCITY
Foreign trade to be permanent should be established on a reciprocal basis. To expect to ship a nation your raw or manufactured materials, receiving only in exchange therefor a monetary consideration, is neither equitable, sensible nor practical. It is decidedly lacking in business judgment and reflects on the sincerity of the country endeavoring to do its trade along such lines. Perhaps the chief reason that European Powers have obtained such a foothold in foreign markets is due to the fact that
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XXIX HEALTH PRECAUTIONS
XXIX HEALTH PRECAUTIONS
Travel in Latin America can be made comparatively safe, from a medical point of view, by the strict observance of a few common sense precautions. Perhaps the first thing to be considered is the question of water. With but one or two exceptions, drinking water is notoriously bad in all of these countries, being polluted and almost certain, if drunk, to develop, sooner or later, either typhoid or some other intestinal disorder. Credence should not be placed in the well-intentioned statement of the
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