Marketing Myopia

In the past a growth industry was equivalent for infinite growth, success, and opportunities. None the less over time weve seen many another(prenominal) of these major growth industries fail or be peril which raised the question, is there really such a function as a growth industry? Theodore Levitt argued in his expression Marketing Myopia that there is no such thing and believed the blame for these failures falls on top management and their scurvy decisions. Examples of poor management discussed were improper identification, a focus on growth-orientation, and most of all the wishing of marketing. Levitt believed that those who put their faith in the idea of a growth industry were very untold in the shadow of dedcline. The reason these major industries stopped ontogenesis was not due to a decline in motivation or population, but a failure in management. pickings the film industry in Hollywood as an fount of wrongfully defining themselves it was their own fault that when TV series were introduced they suffered drastically. When TV was first introduced the film industry paid no attention; because they were film-oriented they never saw TV as an opportunity. If they had besides identified themselves as the entertainment industry their downfall whitethorn have been avoided.

Secondly Levitt explained how these growth industries were product-orientated when they shouldve been customer-orientated. By product-orientated we mean they pore strongly on developing their products in mark to advance more efficiently and cost friendly. Instead they shouldve been customer-oriented, focusing in general on their customers ask, after all what use is a product if no one wants it? The third and final issue discussed was the lack of marketing and how these major industries were giving marketing the step-child treatment. Considering the bittie attention given to a firms marketing sector was change, and selling is not marketing; As Levitt said selling concerns to the sellers needs and not the... If you want to get a full essay, order it on our website: Orderessay

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