In the context of the history of American business, describe the emergence of the hard sell in the production era and the marketing concept in the marketing era.

Question

What will be an ideal response?

Answer 1

Answers will vary. During the production era, in the early part of the 1900s, major businesses focused on further refining the production process and creating greater efficiencies. Jobs became more specialized, increasing productivity and lowering costs and prices. In 1913, Henry Ford introduced the assembly line, which quickly became standard across major manufacturing industries. With managers focused on efficiency, the customer was an afterthought. But when customers tightened their belts during the Great Depression and World War II, businesses took notice. The "hard sell" emerged: aggressive persuasion designed to separate consumers from their cash. During the marketing era, after World War II, the balance of power shifted away from producers and toward consumers, flooding the market with enticing choices. To differentiate themselves from their competitors, businesses began to develop brands, or distinctive identities, to help consumers understand the differences among various products. The marketing concept emerged: a consumer focus that permeates successful companies in every department, at every level. This approach continues to influence business decisions today as global competition heats up to unprecedented levels.