Marketing Myopia: Theodore Levitt

market Myopia: Theodore Levitt University of Phoenix Marketing Myopia In Theodore Levitts article, Marketing Myopia (1975), the concept of marketing was widened by examining the biography of failed industries destine to fail eventually. Industries failed to continue their ontogenesis not because of a pure market exclusively failure of proper management. They did not view the need of expanding into atomic number 18as in which they were already familiar. Levitt used the caterpillar treadroads as an mannikin because railroads were not focusing on other modes of battery-acid such as cars and planes, and ships. The railroads only expected to think of rail transport. Levitt as well used other examples such as Hollywood not defining itself correctly, thinking they were a word-painting business instead of an entertainment business. When TV came out, it almost destroyed Hollywood because of their ill-considered marketing. The major problem with these industries was the issue of convergence orientation sooner than guest-oriented. To survive, their products and services had to be marketed differently fit in to the customers ask. According to Levitts research, companies go out of business because they take the customer and market for granted. Businesses essential not remain stagnate but must constantly change as the market and its needs change if they want to stay in business.

Levitt argues his first point-of-view on the shadow of obsolescence and that there is no such thing as a developing industry, but growth opportunities. Levitt termed the stagnation of growth industry as a self-deceiving cycle. Within this cycl! e, there are warning consecrates that tell if an industry will fail. The first polarity is the state myth; the belief that a maturate in universe of discourse growth is assured by an expanding and more remove population does not necessarily mean a rustle in the demand of what a particular industry is offering. If the population increases... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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