In marketing exchange, the producer and and the consumer are so important, that a market cannot function without the other. According to Richard Tedlow, the market prior to 1800s was divided through geographic fragments. This way of market called fragmentation, employed “brute facts of logistics” (Tedlow 10). In other words, the markets of the U.S. at that time were dependent on the specific region with no consideration for marketing strategies. After World War II, the United States’ production and transportation of goods had increased with the increase in American infrastructure. The most important innovation that led to such increase was the railroad and the telegraph. The telegraph was an older version of present day social media. With the telegraph, commercial information grew, enabling industries “to direct a sales force whose members worked thousands of miles from the home office”(Tedlow 12). Furthermore, the railroad transported people and goods across the U.S. in a much faster rate. This efficiency in transportation led to industrial growth.
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