"If you build it they will buy it"
The focus of production marketing, which lasted from just after Civil War until the 1920s, is that goods were produced on the belief that they would be sold because consumers need them.
Because there were few alternative product options available, producers could sell almost all that they could produce, as long as people consistently needed them and could afford to buy them. At the time, production marketing worked well and large quantities of goods were produced based largely on those of basic necessity.
With the continuous industrialization and more and more competitors entered into the market, the space available of selling a product became squeezed because too many people were selling the same product. Today, the concepts of the product era still exist, but producers must be aware that a good product by itself usually isn't enough. It has to be appropriately priced and adequately promoted in order to become successful.