The
Marketing Era (Sales & the Consumer): 1925-1980
zIntensive production of
production era
z â excess supply
z â increased marketing (promotional efforts to
move goods = advertising)
y â increased
competition
zPost WWII boom period
z â increase in discretionary
income
y â Shift in focus: the
customer; satisfying customers with differentiated products
zBeginnings of market research and integrated marketing (4 P’s--product, price,
placement, promotion)