Critique Of Marketing Myopia

Critique of Marketing Myopia Written in 1960, the study Marketing Myopia was written by Theodore Levitt, a prof of merchandising at Harvard Business School. It has been republished a number of genesis since then. The publication that this critique is based on is from the Best of HBR series, in the July-August edition of the Harvard Business Review (pages 138-149). In Levitts article, he explores and details issues he saw with big business short-sightedness (i.e. nearsightedness) and failure to adopt a broader consideration of external factors in their corporate strategies, including the neglect to evaluate the needs and wants of the consumer. This in precaution has resulted and is resulting in the collapse of long-established devoteds. Levitt uses examples from many industries including the railroad, petroleum, automobile, movie, and electronics markets, along with other references to foodstuff chains, run dry cleaners, and buggy whip manufacturers to develop his cause that firms have put too much importance on their railroad siding and merchandising it, as opposed to adapting a broader, more(prenominal) flexible categorization of their purpose and offerings. Levitt presented four main conditions which could give way to this failure: - 1. The feeling that growth is assured by an expanding and more affluent nation; -2.

The belief that there is no belligerent substitute for the exertions major product; -3. excessively much trustfulness in mass production and in the advantages of rapidly declining building block costs as output rises; -4. Preoccup ation with a product that lends itself to ca! refully controlled scientific {activities}. (Levitt, p. 140) Levitt argued that firms strategies should bourgeon with the consumer, paying more attention to actually listening to and marketing to consumers instead of blindly merchandising to them, and exercise the foresight to look at what new innovative work or products may be lurking on the horizon that could be taken advantage of to clear both the individual firm and...If you want to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper