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
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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
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Marketing Myopia In his article Marketing Myopia‚ Theodore Levitt insists that failure in industries is “at the top” where executives deal with broad goals and policies. He defines marketing myopia using something he calls the “self-deceiving cycle.” This cycle consists of four conditions which cause companies to stop growing: the belief that growth is secure‚ overconfidence on their own products‚ too much focus on mass production‚ and preoccupation with manufacturing efficiency. The first condition
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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
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Universidad de Puerto Rico Recinto de Rio Piedras Facultad de Administración de Empresas Departamento Gerencias Reacción sobre Marketing Myopia A través del ensayo “Marketing Myopia”‚ Theodore Levitt define la miopía de mercadeo‚ como la manera de clasificar las actitudes narcisistas de las industrias orientadas a los productos‚ donde estas se consideran una nueva industria‚ centrándose solo un producto y cerrándose a nuevas oportunidades de crecimiento. La miopía‚ es la dificultad de
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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
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Social Innovation Centre The New Marketing Myopia _______________ N. Craig SMITH Minette E. DRUMWRIGHT Mary C. GENTILE 2009/08/ISIC Electronic copy available at: http://ssrn.com/abstract=1336886 The New Marketing Myopia by N. Craig Smith* Minette E. Drumwright ** and Mary C. Gentile *** forthcoming in the Journal of Public Policy & Marketing This paper can be downloaded without charge from the Social Science Research Network electronic library at: http://ssrn.com/abstract=1336886
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MARKETING MYOPIA: Theodore Levit The first thing that Theodore Levit does in his article “marketing myopia” is denying the title of forever growth industry to any industry that ever existed and claimed to be so. He believes every industry has been a growth industry at some point of time‚ but they could not carry the tag along because of several reasons; and none of the reasons being saturation in market. Industries failed to continue their growth because of lack of proper management. They did
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Marketing Myopia Summary Main Points: 1. An industry is a customer-satisfying process‚ not a goods-producing process. Businesses will be better positioned for growth if they concentrate on meeting customers’ needs rather than on the mass production and selling techniques of their products. 2. Companies stop growing because of a failure in management‚ not because the market is saturated (Levitt‚ 2008:1). Myopia is a term used and means to be shortsighted. In business‚ this would mean not having
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Article 1: Marketing Myopia 3 Article 2: An Integrated View of Marketing Myopia 4 Article 3: Beyond Marketing Myopia: The Service of Small Railroads 5 Article 4: Futuristics: Reducing Marketing Myopia 6 Article 5: Reconsidering the Classics: Reader Response to "Marketing Myopia" 7 Article 6: Global Marketing Myopia 8 Article 7: Editorial: Marketing Myopia 9 Article 8: Extending the marketing myopia concept to promote strategic agility 10 Article 9: The New Marketing Myopia 11 Article 10:
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