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Examples Of Marketing Myopia Essays and Term Papers

  • Marketing Myopia

    Marketing Myopia Theodore Levitt's work clearly lacks the sign of myopia; it is an early recognition of a phenomenon within most of the industries. Although, at the time, when this article was written, generally accepted marketing strategies and the idea of marketing mix were known to management,...

    826 Words | 3 Pages

  • Marketing Myopia

    A R T I C L E www.hbr.org BEST OF HBR 1960 Marketing Myopia by Theodore Levitt • NO DO copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860 Product 7243 TC OP Included with this full-text Harvard Business Review article: 1 Article...

    11059 Words | 38 Pages

  • Marketing Myopia

    Theodore Levitt’s Marketing Myopia Colin Grant ABSTRACT. Theodore Levitt criticizes John Kenneth Galbraith’s view of advertising as artificial want creation, contending that its selling focus on the product fails to appreciate the marketing focus on the consumer. But Levitt himself not only ends...

    6463 Words | 18 Pages

  • Marketing Myopia

    industries have fallen under the shadow of mismanagement. What usually gets emphasized is selling, not marketing. This is a mistake, because, “Selling focuses on the needs of the seller, whereas marketing concentrates on the needs of the buyer”. In this widely quoted and anthologized article, first published...

    294 Words | 1 Pages

  • Marketing Myopia

    should provide not only a product. Achieving good marketing results also means being a good philosopher, being able to satisfy needs, create desires, mildly tickle the customer`s ears, seduce, convince, console, intrigue… Therefore, more and more marketing goes beyond the material to uncover the immaterial...

    759 Words | 2 Pages

  • Marketing Myopia

    Marketing Myopia is defined by how almost every major industry used to once be a growth industry. However, presently they have already reached a declining period where growth is unable to return though not the fault of the market. As the market is not saturated making growth difficult, reaching the declining...

    804 Words | 3 Pages

  • Marketing Myopia

    care@projectguru.in 02/23/10 - Marketing Myopia The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always...

    266 Words | 2 Pages

  • Marketing Myopia

    Business Review July-August 1960 • Shortsighted managements often fail to recognize that in fact there is no such thing as a growth industry. MARKETING MYOPIA By Theodore Levitt Every major industry was once a growth industry. But some that arc now riding a wave of growth enthusiasm are very much in...

    7054 Words | 18 Pages

  • Marketing Myopia

    replaced. Yet one after another of these celebrated industries has come under a shadow. Let us look briefly at a few more of them, this time taking examples that have so far received a little less attention: Dry Cleaning: This was once a growth industry with lavish prospects. In an age of wool garments...

    1051 Words | 3 Pages

  • Marketing Myopia

    Marketing myopia In this article Levitt affirms that all the companies have a cycle: they are created, grow, come to the ripeness and, in case they aren't managed appropriately, they fall down in the slope. It shows us how to maintain the company far from the slope, making use of all the present...

    689 Words | 2 Pages

  • Marketing Myopia

    Summary Marketing Myopia FATEFUL PURPOSE The failure is at the top. The executives responsible for it. The railroads did not stop growing because the need for passenger and freight transportation declined. The reason they defined their industry wrong was because they were railroad-oriented instead...

    288 Words | 1 Pages

  • Marketing Myopia

    Marketing Myopia Theodore Levitt Reprinted by permission of the publishers from Edward C. Bursk and John F. Chapman, eds., Modern Marketing Strategy (Cambridge, Mass.: Harvard University Press, @ 1964), by the President and Fellows of Harvard College; originally published in the Harvard Business Review...

    10747 Words | 29 Pages

  • Marketing Myopia

    OSRA 2 September 8 2013 Marketing Myopia 1. The author doesn’t believe in the concept of a growth industry. Leavitt describes every so called growth industry as a “self-deceiving cycle of bountiful expansion and undetected decay.” The four conditions which make up this cycle are reasons companies...

    518 Words | 2 Pages

  • Marketing Myopia

    Marketing Myopia is the failure to see clearly what lies ahead for the industry. This impaired vision translated into a similar failure in management bringing death sentence to an industry. I agree strongly with Levitt that when this myopic judgement brings failure, the failure is at the top, the makers...

    430 Words | 2 Pages

  • Marketing myopia

     MARKETING MYOPIA For start we can define myopia as the analysis and interpretation of the organization from the point of view of the product and not the market that is focused towards the product and all its development and not on the need that the product satisfies the market. To understand...

    418 Words | 2 Pages

  • marketing myopia

    Marketing Myopia 1. Major innovations should come from the company itself; don’t be complacent. Major innovations should come from the company itself, by not narrowing defining their market. By maintaining a board defining their industry many companies can take advantage of the of growth opportunities...

    174 Words | 1 Pages

  • Marketing Myopia

    MARKETING MYOPIA Best of HBR 1960- Theodore Levitt The review on short sightedness in Marketing emphasizes on the core idea that a business can have a sustained growth depending on the way it is defined and oriented towards its customers. Marketing Myopia begins addressing the critical issue of most...

    541 Words | 2 Pages

  • Marketing Myopia

    Advancement in Apparel Industry Apparel industry has always been a labour intensive industry; where product cost is a direct function of the cost of labour. In countries where labour cost is very low, tendency has been to not invest in automation. However with changing times, rising inflation and economic...

    450 Words | 2 Pages

  • Marketing Myopia

    Marketing Management BUS 502 A big part of marketing is asking the right question. From, what you’re selling, to its business model and its business purpose. In the article, “Marketing Myopia,” by Theodore...

    596 Words | 2 Pages

  • Marketing Myopia

    Marketing Myopia Industries growth has stopped due to the failure of management the top executives, railroad business because they focus on sciences not on the customers. To keep growing industries must focus on customers’ needs and wants then solely on their products. Many companies are endangering...

    485 Words | 2 Pages