The history of marketing Formation of marketing and its main stages

2. Product Orientation

This is philosophy that

1. 
   Good Quality products ‘sell themselves’
   
2. 
   Companies concentrate on improving and controlling quality
   
3. 
   There is greater profit through increased sales due to ‘quality products’
   

In United Kingdom during the period 1950s and 1960s emphasis was more on designing and engineering the best products that a sensible customer would buy. A popular statement was ‘Build a better mousetrap, and the world will beat a path to you your door.’ This attitude that underpinned product orientation proved for many companies and industries in their downfall.

A problem with this approach that not all customers want or can afford superior quality product. Moreover this approach concentrates more on the product leaving out the customers.