"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
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Downloaded from bjo.bmj.com on May 9‚ 2013 - Published by group.bmj.com Br J Ophthalmol 2001;85:521–526 521 Myopia in Singapore: taking a public health approach Benjamin Seet‚ Tien Yin Wong‚ Donald T H Tan‚ Seang Mei Saw‚ Vivian Balakrishnan‚ Lionel K H Lee‚ Arthur S M Lim Defence Medical Research Institute‚ Singapore B Seet L K H Lee Medical Classification Centre‚ Singapore Armed Forces‚ Singapore B Seet Singapore National Eye Center and Singapore Eye Research Institute
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PAPER Marketing myopia By John D Marketing myopia is a term created by Theodore Lewitt‚ to describe a common managerial problem that many businesses have had in the past and now have in the present. It is a problem where the business fails to look into the future of their company and the industry they are in‚ and fail to plan ahead for it. Therefore in myopia suffering businesses‚ business decisions are usually based on the current state of the market. This can usually be attributed to
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The term "Myopia" means short-sightedness in vision. Marketing glossary has borrowed this term to aptly describe the short-sightedness by a company. Thus "marketing myopia" means 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. The history of Indian Business has been exposed
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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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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
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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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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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Starlight By: Keanna Rabitoy The second I heard what had finally happened‚ I was still as ston. The world froze around me. Not a sound from anyone in the room. My heart had stopped beating. What was I to do with four months left to make every dream I ever had come true? I have to sit and watch my future Die along with me and all of my memory. My name is Sienna Burke‚ Im seventeen years old living in New York. Today Wednesday June 11th 1949. I found out I have 4 months to live until the disease
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