Sales = communications. Sales orientation is an emphasis on “moving” your product via advertising and/or salesforce. The product and production capacity preceded the consumer. There is a lot of emphasis on image. It worked for many years (and still works), but in more competitive environments started to fail. A marketing orientation tries to satisfy a consumer need (a felt deprivation). The product and production activity follows consumer research. A segment of the market is chosen. The system is molded to fit the consumer. There is an emphasis in “positioning” (Image + high Ranking as a solution). Marketing has evolved over the years. Initially, a product only had a producer and distribution was simple, you went to the shop and purchased it. No need to distribute nor “sell” (communicate) the attributes of the product. Later, production was increased, to reach more buyers. But the territory attended was larger too. Now distribution was critical. At some point, competitors came into pla