Question

During the 19 th century, manufacturers changed their focus to _____ in order to wrest back control from wholesalers.

Answer 1

Answer: marketing orientation

Explanation:

Wholesalers controlled the marketing process during the 19th century, because they distributed unbranded commodity products from the manufacturers. But, when those markets got crowded, the wholesalers began playing off one supplier against another. This dramatically hurt the profits of the manufacturers, so they started to look for ways to wrest control back. The manufacturers shifted their emphasis from an orientation towards production to a marketing orientation. They were committed to new product development, developing their own sales teams, labeling and naming their products, and participating in strong national brand marketing.