The document discusses the evolution of markets and the relationship between producers and consumers. It notes that historically producers and consumers interacted directly but now most purchases are made through retailers rather than direct from producers. Producers, retailers, and their marketing efforts all work to market products to potential consumers. During the Industrial Revolution, mass production led to mass consumption and producers held more power over consumers by only offering standardized products. However, more recently some argue producers should return to building closer relationships with and being more responsive to consumers.