Marketing Myopia: Marketing Myopia suggests that businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products. The mistake of paying more attention to products a company offers than to the benefits and experiences produced by these products. The term ’marketing myopia’ was first expressed in a famous article of the same name written by Theodore Levitt for the Harvard Business Review in 1960. In ’Marketing Myopia‚’ Levitt argued that many companies
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Marketing Myopia is a term used in marketing that describes and unnecessarily common affliction among business people. It is the failure to see "down the road". Many business people make their decisions based on current circumstances. They do not think about what will likely happen in their industry in the future? One reason shortsightedness is so common is that people feel that they can not predict the future accurately. While this is a legitimate concern‚ it is also possible to use a whole range
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Abstract The article‚ “Marketing Myopia” written by Theodore Levitt‚ illustrates how businesses interact in their particular industry’s life cycles of growth‚ maturity and decline. One of the primary focal points of the article is that businesses must know their industry in regards to satisfying their specific customer’s needs. Identifying customer needs and meeting them‚ allows for continued growth of the company and industry. Recognizing the necessity to satisfy customer’s needs rather than
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Article: Levitt‚ T. (1960) “Marketing Myopia”‚ Harvard Business Review‚ July-August‚ 1960 Marketing myopia is a term coined by Theodore Levitt. The fundamental concept to take from marketing myopia is that a business will survive and perform better if it focuses on satisfying customer needs rather than selling specific products. Rather than defining the company and its products to respond to the customers’ needs and wants‚ this is a short-sighted‚ inward‚ myopic marketing approach focusing on the
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MGT499: Strategic Management Professor Daniel Corcoran November 30‚ 2014 STRATEGIC DIRECTION OF HARLEY DAVIDSON The success of Harley Davidson (HD) is due to the American motorcycle icon’s effective Strategic Management. HD’s vision‚ mission‚ goals and objectives strive to exceed the requirements of its main stakeholders. Although these needs are not always met‚ the company has unique relationships with is stakeholders. The company stays on course with its strategic plan‚ despite
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1.0 Introduction In line with Levitt (1960)‚ Marketing Myopia refers to the narrow view of myopia‚ marketing and business environment. This kind of advertising program without any demand with clients but an organization will is to sell goods or services within particular economic markets. It tilted a business to focus on its desire‚ rather than what the shopping desires‚ and often modifying to form a culture of immunity each typically end up losing the name‚ business damage and ineffective commercial
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Marketing Management Precis #2 Marketing Myopia The author tells us that an industry starts with the customers and his needs‚ not by its raw materials‚ patent or selling skill. A competitive marketer forecasts the future existence of the company to the public not by its long years of operation‚ not by its company image‚ nor its ability to conduct tiring and expensive researches and test on its product. But its ability to forecast the future demand of the population and lining the company product
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Case Analysis of Harley-Davidson‚ Inc. Executive Summary Harley-Davidson‚ Inc. (NYSE:HOG) was founded in 1903. The home base was originally founded in and even today remains in Milwaukee Wisconsin. Harley-Davidson’s popularity grew significantly during World War I‚ when the U.S. infantry used 20‚000 of the company’s motorcycles in its war effort (Taylor‚ 2010). Best recognized for its manufacturing of heavyweight motorcycles‚ Harley-Davidson has captured half the U.S. market and a third of
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record/reputation technologically Intangible Reputation resources Very strong brand in the US Brand of some but limited value outside the US Human Resources Extremely loyal and valuable workforce‚ who themselves strengthen the brand No or weak abilities in marketing and manufacture in other countries In conclusion‚ this analysis highlights ….. Value Chain Analysis A full description of the Value chain analysis can be found in Appendix E. Figure 2 summarises this analysis. Firm Infrastructure: Good senior
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MGT 101 – Principles of Management SWOT Analysis Harley Davidson March 24‚ 2014 S – Strengths: The strengths of the Harley Davidson company are many. Harley-‐Davidson has one of the strongest brand names in the world‚ which
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