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Offering simply a quality product did not ensure success. The administrators began to realize that, to sell their products in an environment in which consumers had limited resources and numerous options, a considerable post-production effort was required. In this way, sales orientation was characterized by great confidence in promotional activity to sell the products that the company wanted to manufacture. In this stage, advertising consumed most of the resources of a company and the administration began to respect and grant responsibilities to sales executives. Along with the responsibility, the performance expectations came. Unfortunately, these pressures were the cause of some managers to resort to sales tactics that were passed from entrepreneurs (the “hard sale”) and advertising devoid of scruples. Old habits are difficult to uproot and even now there are organizations that believe they should apply last or “forced” sales procedures to prosper. In the United States, the sales orientation stage was common until the 1950s, when modern marketing began to emerge.

Stage of orientation to the market At the end of the Second World War there was a strong demand for consumer goods, originated by the scarcity of the time of war. As a result, manufacturing plants produced huge amounts of goods that were quickly purchased. However, the surge of the postwar period in consumer spending aged as the supply took action and many companies found that they were excessive production capacity. In an attempt to stimulate sales, the companies returned to the promotional and sales activities of the time of sales orientation. However, this time consumers were less willing to be persuaded. Sellers discovered that years of war had also changed consumers. The thousands of men and women who had served in the armed forces and had spent time overseas returned home more knowledgeable, less candid and less susceptible to influence. In addition, they had more options. The technology developed during the war allowed to produce a variety of goods much greater than allocated to peacetime activities. In this way, Marketing continued to evolve. Many companies recognized that they should apply their work capacity to make available to consumers what they wanted to buy instead of what they wanted to sell.

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