A case study on the evolution of marketing concepts

A shoe factory sent a business person to a country in Africa to study the market. The first business person came back and said that there was no market in that country because the people there did not wear shoes. The second businessman came back and said that there was a big market there because everyone still didn't have shoes to wear. This is a completely different marketing concept between two people with the same product. And from that we see how different marketing concepts affect sales concepts, one thinks it's marketable and the other thinks it's not marketable. This is a great case of the evolution of marketing perceptions.