Michael worked for a textile manufacturer during the first half of the 20th century. When the supply of his company's textiles exceeded customer demand, he realized that he would have to invest more money in advertising his products and go directly to his customers to convince them to purchase his products. Based on this scenario, Michael has most likely adopted the ________ orientation.
A) sales
B) market
C) production
D) product
E) pricing

Question

Quizplus · Accepted Answer

Based on this scenario, Michael has adopted the sales orientation. During the first half of the 20th century, businesspeople viewed sales as the primary means of increasing profits. Those who adopted the sales orientation perspective believed that the most important marketing activities were personal selling and advertising.

Michael Worked for a Textile Manufacturer During the First Half