The idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency.
Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. Pg. 10 Upper Saddle River, NJ: Prentice Hall, 2000. Print
"Sellers must search for buyers, identify their needs, design good market offerings, set prices for them, promote them, and store and deliver them."
Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. Pg. 8 Upper Saddle River, NJ: Prentice Hall, 2000. Print
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