"Examples of marketing myopia" Essays and Research Papers

Sort By:
Satisfactory Essays
Good Essays
Better Essays
Powerful Essays
Best Essays
Page 2 of 50 - About 500 Essays
  • Good Essays

    Marketing Myopia

    • 615 Words
    • 3 Pages

    Marketing Myopia Marketing Myopia can be defined as a short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers’ needs and wants. It results in the failure to see and adjust to the rapid changes in their markets. For example‚ transportation is a generic need filled by buses‚ cars‚ trains‚ airlines and shipping lines all of them being in the transport business. Finding the generic

    Premium Marketing Thought Mind

    • 615 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Marketing Myopia

    • 810 Words
    • 4 Pages

    many industries might not seem to be in the shadow of decline. For example‚ Dry Cleaning industry which seems to be declining‚ but still has diversified into Laundromats with a steady growth. Similarly when looking at Hollywood‚ it seems to be declining‚ in fact it has grown much bigger with 3D IMAX movies and theaters. In the past‚ movies would not include animation‚ but now movies come in animated fashion as well. Another example can be taken with motorcycle industry. It seems to be in decline with

    Premium Marketing Occupational safety and health Economic growth

    • 810 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Marketing Myopia

    • 518 Words
    • 3 Pages

    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 should continue to invest in product innovation and development. * The population myth is a belief that as more consumers enter the market‚ there is a greater opportunity for sustained profits

    Premium Marketing Culture Anthropomorphism

    • 518 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Marketing Myopia

    • 956 Words
    • 3 Pages

    OF “MARKETING MYOPIA” Critique of “Marketing Myopia”Written in 1960‚ the paper “Marketing Myopia” was written by Theodore Levitt‚ a professor of marketingat Harvard Business School. It has been republished a number of times since then. The publication thatthis critique is based on is from the Best of HBR series‚ in the July-August edition of the Harvard BusinessReview (pages 138-149).In Levitt’s article‚ he explores and details issues he saw with big business’ short-sightedness (i.e.“myopia”) and

    Premium Marketing Firm

    • 956 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Marketing Myopia

    • 804 Words
    • 4 Pages

    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 period was due to companies being unable to manage themselves properly. Fateful purpose is created by the inability for executives at the top to realize what the purpose of their company is

    Premium Innovation Marketing Customer

    • 804 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Marketing Myopia

    • 266 Words
    • 2 Pages

    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 been the case. In 1776 in The Wealth of Nations‚ Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. While this philosophy is consistent with the marketing concept

    Premium Marketing Competition Firm

    • 266 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Marketing Myopia

    • 279 Words
    • 2 Pages

    Chen Junsheng Steed 25839217 Marketing Myopia Key points. ·Failure of management instead of market saturation is the key reason for growth industry being threatened‚ slowed or stopped. Fateful Purpose ·Endanger their futures by improperly defining their purposes. Eg. Railways are in trouble because they were railroad-oriented instead of transportation-oriented. Hollywood view TV as a threat. ·Be customer-oriented and watchfulness for opportunities is a key point for success. Eg. Nemours

    Premium Marketing Petroleum Corning Incorporated

    • 279 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    "MARKETING MYOPIA" MYOPIA (adapted from Mintzberg‚ 1994:279-281) In 1960‚ Theodore Levitt‚ a marketing professor at the Harvard Business School‚ published a celebrated article entitled "Marketing Myopia." It is difficult to find a manager or planner who does not know the theme‚ even if he or she has never read the article.The basic point was that firms should define themselves in terms of broad industry orientation—"underlying generic need" in the words of Kotler and Singh (1981:39)—rather than

    Premium Business school Marketing Harvard Business School

    • 614 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Critique “Marketing MyopiaMarketing Myopia is an article written in 1960 by Theodore Levitt. Levitt was a marketing professor at Harvard who has published many articles on the subject. This article; however‚ is no doubt his claim to fame as it has been extremely well read over the years. This is due in large part to the consumer oriented approach to marketing that he argues for. Though common knowledge to the marketers of today‚ making the customer the first priority in business would have

    Premium Marketing Theodore Levitt Marketing myopia

    • 1037 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Marketing Myopia Summary

    • 638 Words
    • 3 Pages

    Summary of Marketing Myopia Shorter University Abstract This document summarizes the work of Theodore Levitt in his work published in The Harvard Business Review titled “Marketing Myopia.” Levitt’s work details the reasons growth industries are actually not that at all‚ and how organizations fail across the globe in regards to marketing. In addition‚ the document will correlate Levitt’s work in 1960 to contemporary marketing. Keyword: Theodore Levitt‚ marketing myopia‚ contemporary marketing A Summary

    Premium Petroleum Marketing Failure

    • 638 Words
    • 3 Pages
    Good Essays
Page 1 2 3 4 5 6 7 8 9 50