Marketing junior exploration in Quebec and Canada: The 4 Ps

Abstract Mineral exploration in Canada traditionally has gone from boom to bust in cyclical patterns following market and discovery cycles, but other endemic factors related to exploration financing and performance have contributed to the amplitude and recurrence of these fluctuations. In view of these problems, junior exploration is reviewed here in a marketing perspective, looking at the 4 Ps: Product, Price, Placement and Promotion.
In the 1980s, MEDA incentives gave the shares of junior and mining companies significant price and promotion advantages, and contributed to excessive exploration funding. Many were thus led to minimize the basic values needed for continued investor interest: appropriate levels of product quality, sustained share value and customer satisfaction. Basic changes are needed to improve the marketing of junior mineral exploration in the future, with or without improved fiscal incentives. To be successful, the required improvements must come from the technical participants, but the financial partners also need to be involved. Exploration in Canada must be marketed with vigour, both in Canada and internationally. Exploration, mine development and mine production are essential to our economy. They are environmentally acceptable and they are welcome in Quebec and in most Canadian provinces and territories. Canadian exploration and mining are entrepreneurial industries that must take better advantage of their strengths and achievements and remove the shortcomings that hinder them: nobody can do it for them!
Keywords: Exploration, Mineral economics, Mineral development, Marketing, Junior exploration.
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Summary: The Nain Province (NP) of northern Labrador is a >600 km long by =100 km wide Archean craton that has undergone relatively little mineral exploration until economically significant concentrations of orthomagmatic nickel sulphide were discovered by Diamond Fields Resources (DFR) at Voisey’s Bay. Due to the great time span between crust formation and final intrusive activity (ca. 3.9 Ga to 1.27 Ga),
there were, however, numerous metallogenic events within the NP. The NP was intruded by the ca....
Publication: CIM Bulletin
Author(s): Derek H.C. Wilton
Keywords: Exploration, Metallogeny, Nain Province, Labrador, Hopedale Block, Saglek Block, Voisey’s Bay
Issue: 997
Volume: 89
Year: 1996
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Summary: At the 1992 PDAC Convention, Norman Keevil announced the formation of the Exploration Technology Division (ETD) of the Mining Industry Technology Council of Canada (MITEC). It was evident that base metal reserves in Canada were declining and that the cost of discovering a deposit in Canada was increasing. Coordinated research to develop new exploration technologies was required to discover the next generation of orebodies. The ETD was formed in response. The mission of the ETD is to contribut...
Publication: CIM Bulletin
Author(s): E.J. Debicki
Keywords: MITEC’s Exploration Technology Division, Cooperative exploration research.
Issue: 997
Volume: 89
Year: 1996
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