Marketing Myopia - MKT/421

Summary of Marketing Myopia Theodore Levitts work cl preferably lacks the sign of myopia; it is an early recognition of a phenomenon indoors most of the industries. Although, at the time, when this denomination was written, generally accepted merchandising strategies and the idea of trade desegregate were known to management, sales and marketing often got confused as the same method to circle goods to consumers. Industries near-sightings stopped them to acknowledge the markets need. Managers unploughed producing the same product disregardless to the change of guest inevitably, and shew to sell them on the market. However, Theodore Levitt sees a more threatening caper to the industry. Managers inside the different industries spill to recognize the industry itself, which their gild prospers indoors. The author points out that the companies bemuse to broaden their perspectives about their industry, and recognize the real industry itself. For example, companies, placing themselves within the oil industry, should recognize that they argon actually quit of the postal code industry, and should change their marketing strategies agree to this industrys need. The consequences of the naming failure of the by rights industry ar dramatic. railroad track companies went bankrupt ascribable to the misidentified industry. Railroad companies should have recognized that they were part of the expatriate handicraft and should have changed their marketing mix match to this.

Some industries are especially shortsighted in the identification of their marketplace and customer needs. The oil in dustry is still accepted that oil is ace o! f the basic needs of the customers. However, customers need transportation and not inevitable oil. If any other convenient effect comes up to fill up the customers need for transportation, the oil industry leave behind be in trouble. Thus, the oil industry should be the first-year unrivalled to find more convenient solutions to satisfy the customers needs so it can preserve... If you want to get a full moon about essay, order it on our website: OrderCustomPaper.com

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