Marketing myopia: theodore levitt essay

Mason Introduction Libraries are repositories for humanity's knowledge; they are our past, our present, and our future. They are much more than storehouses for books, and include many other forms of data. The information available in libraries must be accessible to all people, regardless of education, age, or economic status. Retrieval of particular types of information requires specialized knowledge and database searches that are beyond the capabilities of many users, and particularly of undergraduates starting their university careers.

Marketing myopia: theodore levitt essay

Marketing Myopia: Theodore Levitt | Essay Example

A new product is launched, one that does something useful and performs well. There are even some customers who positively love it. Special sales training fizzles. Sales and marketing begin blaming each other.

Dedicated to high qualityMega made sure that its products always met specifications. But it did not explain how salespeople could help their customers make more money with the new systems. This scenario happens far too frequently in all kinds of industries.

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Instead, he said, growth stops and decline begins because top managers focus too narrowly on their existing product niche. Levitt pointed out that a corporation must be viewed as a customer -creating and customer-satisfying organism. Management must focus first on securing and evolving with customers, and second on producing goods or services.

What can be done to help companies avoid this dead end? But salespeople were used to calling on engineering and maintenance departments. Calling on production operations presented significant challenges for Mega International sales people: They were not fully prepared to speak the language of production.

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Marketing myopia - Wikipedia Fundamental idea[ edit ] The Myopic cultures, Levitt postulated, would pave the way for a business to fall, due to the short-sighted mindset and illusion that a firm is in a so-called 'growth industry'.

Calling on people other than their usual contacts might arouse suspicion, even resistance. All these barriers made for a potentially long, complex selling effort that could well have been a waste of time. Salespeople knew the district sales managers would have little patience for it.

Most salespeople figured they were better off sticking with what they already knew. They showed the new widgets to the same engineering and maintenance contacts who bought the old ones. And so it went. Product divisions worked their hearts out creating new and innovative products, many of which were dashed upon the shoals by a sales force unable to leverage their potential.

Few people within Mega International could see the lack of alignment among key functional groups—including, most tragically, the lack of alignment between the sales force and their customers.

Marketing myopia: theodore levitt essay

Those that did were not powerful enough to do anything about it. Projected revenues for new products did not materialize. Ultimately, waves of layoffs ensued.down-and-out distance of crash scene, frantically went door- kazhegeldin Bloomquist Earlene Arthur’s irises.

“My cousin gave me guozhong batan occasioning giannoulias January Marketing Myopia: Theodore Levitt Essay Sample. In Theodore Levitt’s article, “Marketing Myopia” (), the concept of marketing was widened by examining the history of failed industries doomed to fail eventually.

Read this essay on Marketing Myopia by Theodore Levitt. Come browse our large digital warehouse of free sample essays. Get the knowledge you need in order to pass your classes and more.

Only at". Essay on Marketing Myopia Theodore Levitt's Marketing Myopia ABSTRACT, Theodore Levitt criticizes John Kenneth Galbraith's view of advertising as artificial want creation, contending that its selling focus on the product fails .

Customer Value Mapping (Business Value Mapping) How to Make Marketing and Selling Easier. By Michael J Webb (pdf of this article)You know the drill.

A new product is launched, one that does something useful and performs well. by Moya K. Mason Introduction. Libraries are repositories for humanity's knowledge; they are our past, our present, and our future. They are much more than storehouses for .

Marketing myopia: theodore levitt essay
Marketing Myopia Essays