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

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During the 19th century, wholesalers controlled the marketing process because they distributed the manufacturers' unbranded commodity products. When those markets became saturated, though, the wholesalers started playing one manufacturer off against another. This hurt manufacturers' profits dramatically, so they started looking for ways to wrest back control. The manufacturers changed their focus from a production orientation to a marketing orientation. They dedicated themselves to new product development, strengthened their own sales forces, packaged and branded their products, and engaged in heavy national brand advertising.

During the 19th Century, Manufacturers Changed Their Focus to _____