While companies may conduct consumer research in the sales era, this research is generally not used as the basis for a revised marketing strategy.

Question

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In the sales era, while the focus might have been more on selling what was produced, companies that conducted consumer research often used insights gained to adjust or revise their marketing strategies to better meet consumer needs and preferences, even if it wasn't as common or emphasized as in later marketing philosophies.

While Companies May Conduct Consumer Research in the Sales Era