We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Marketing Myopia and article critiques - Essay Example

Comments (0) Cite this document
Marketing Myopia (Article Critique) Name University Marketing Myopia (Article Critique) “Marketing Myopia” was written by Theodore Levitt for the Harvard Business Review and published in 1960 by said journal. Since then, the article has generated much critical acclaim and has gained almost cult status in the field of marketing…
Download paper
Marketing Myopia and article critiques
Read TextPreview

Extract of sample
Marketing Myopia and article critiques

Levitt spoke of the ‘Error of Analysis’ whereby, the company defines its scope inaccurately and is unable to grow because it has restricted itself. Companies tend to stop growing, not because of fall in demand or increased competition, but because they were mismanaged and failed to realize their own potential and the opportunities that would have come with it had they managed themselves properly and expanded their horizons, instead of having a very myopic view about their business. He gives the example of the railway, which has steadily declined over the years as other vehicles become mainstream transport. This failure is not because the demand for rail travel declined, it is because they had a “product-oriented instead of customer-oriented” approach (Levitt, 1960). In the same vein, the TV business is bigger than the film business ever was, just because Hollywood restricted itself to movies by categorizing itself as being in the film business and not the entertainment business and massively restricting its horizons. To explain the reverse side of the argument, TV is a success story because it has not restricted itself to one category. ...
Levitt talks of the ‘Shadow of Obsolescence’ whereby companies stop growing once their products lose the sparkle, this often happens when a specific feature of their product that was supposed to have been bringing in the demand, becomes outdated and easily substituted by competition with time. He gives the example of the dry cleaning industry. Once thriving because it provided an effective way to clean wool garments, the industry is now dwindling as synthetic fibers replace wool, ones which are easier to clean and the dry cleaning industry becomes obsolete due to innovative products such as automatic washing machines. Another mistake is the ‘Population Myth’ whereby companies assume that a growing population is synonymous with a growing market demand and the ‘Idea of Indispensability’ whereby companies think they are safe from competition because their product is irreplaceable. This lulls them into a false sense of security and they end up functioning under a complacent strategy. An example of this scenario is the petroleum industry; due to its elaborate success throughout its history the petroleum industry has become complacent in its strategy and assumes safely that as long as the world’s population keeps growing, its customer base will forever increase. Complacency however, makes the industry myopic to the fact that many people are now becoming environment conscious and are interested in adopting alternative forms of energy that do not pollute, unlike petroleum products. Another mistake is due to ‘Production Pressures’, since companies are so engrossed in meeting production quota deadlines they lose focus of their ... Read More
Cite this document
  • APA
  • MLA
(“Marketing Myopia and article critiques Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Retrieved from https://studentshare.net/marketing/76474-ypmarketing-myopiay-and-article-critiques
(Marketing Myopia and Article Critiques Essay Example | Topics and Well Written Essays - 1000 Words)
“Marketing Myopia and Article Critiques Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.net/marketing/76474-ypmarketing-myopiay-and-article-critiques.
  • Cited: 0 times
Comments (0)
Click to create a comment
Marketing Myopia
Theodore Levitt, in this important piece, argued that organizations must look to the future and never be complacent about their products because it is constant threat from obsolescence. This point is valid for several reasons and the most important of which is change.
4 Pages(1000 words)Essay
Boyles Gas Law
Conversely, the same principle applies when an injection is used to harvest blood from us. The air chamber is expanded so the pressure is on the needle to compensate for the decreased pressure inside the needle. Boyle’s law is directly related to to safety in flight.
4 Pages(1000 words)Research Paper
Criticize of Marketing Myopia article
It changes the perspective of marketing especially to the short-goal entrepreneurs. It is a revelation to companies that engage in business motivating them to take advantage of the growing times and economies. He passes his ideas in a challenging manner and this makes the article fantastic.
4 Pages(1000 words)Essay
CritiqueThe Article Marketing Myopia
The author analyzed the nylon and glass industries through the analysis of two real firms: DuPont and Corning Glass Works. Both these companies were product centered, but they were also customer oriented as well. The aluminum business continues to be a growth industry.
4 Pages(1000 words)Essay
Marketing Myopia
It talks about the strategy of doing business and marketing. Levitt argues that for a business to do better, focus should not be on selling products to customers. Rather focus should be on the customer needs and meeting those needs. According to the writer, most businesses that do not grow, or whose growth keeps declining have a management problem.
3 Pages(750 words)Essay
Marketing Myopia
This concept is applied to marketing by Levitt, who claims that myopic marketers are unable to be proactive about their future plans and thus, fail to plan for it and miss opportunities along the way. This article would revolve around the importance of customer oriented approach that has been outlined in the essay by Levitt and as to how it applies to the real life situations even these days.
4 Pages(1000 words)Essay
Marketing Myopia
Marketing myopia is when marketers focus on existing customer needs instead of studying underlying customer needs. They concentrate on the product itself rather than on the benefits the product gives to the customers. As a result, they are unable to compete with smart marketers who focus on current customer needs and provide products by creating a brand experience for consumers (Principles of marketing, Book).
4 Pages(1000 words)Essay
Marketing Myopia
This concept is applied to marketing by Levitt, who claims that myopic marketers are unable to be proactive about their future plans and thus, fail to plan for it and miss out opportunities along the
4 Pages(1000 words)Essay
Marketing Myopie article Critiques
According to the writer, most businesses that do not grow, or whose growth keeps declining have their problem rooted in focusing on the product and the production process rather than the consumer! His theory for majority
1 Pages(250 words)Essay
Article Critiques
The study is based on a study on progression of the HIV virus in the society. The article also describes other factors that precede the acquisition of the virus itself and the development of the virus. The article
8 Pages(2000 words)Essay
Let us find you another Essay on topic Marketing Myopia and article critiques for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us