Industries failed to continue their growth not because of a saturated market but failure of proper management. Theodore levitts 1960 article marketing myopia is a business classic that earned its author the nickname the father of modern marketing. Marketing myopia case study solution and analysis of. His most recent books are thinking about management 1990 and the marketing imagination 1983, both from free. Whatultimately saved hollywood and accounted for its recent resurgence was the wave of new youngwriters, producers, and directors whose previous success in television had decimated the oldmovie companies and toppled the big movie moguls. Both the marketing concept and marketing myopia remain very relevant theories today thanks to professor levitts great way of perception. Deighton says that that is because the original article was like a polemic, almost like a religion.
The potential threat of marketing myopia explained with. Marketing myopia businessmarketing bibliographies in harvard style. Marketing myopia is a narrowminded approach to a marketing situation, wherein an organization focuses more on its product offerings rather than its customers and markets demand. The fundamental concept to take from marketing myopia is that a business will survive and perform better if it focuses on satisfying customer needs rather than selling specific products. The organizations need to look around them to the changing environmentnot only local changes rather a birdseye view of the world around them. Alex elwood nikolas foster blake overall shaelee pittenger lorelei wilson what is myopia nearsightednessnot inherited. Marketing myopia refers to the phenomenon of not being able to see a long term and more sustainable goal for an organisation. This is a mistake, because selling focuses on the needs of the seller, whereas marketing concentrates on the needs of the buyer. Marketing myopia an update how theodore levitt changed. Levitts fundamental question, what business are you in. Others, which are thought of as seasoned growth industries, have actually stopped growing. Marketing myopia tries to understand customer desires, be innovative, conduct marketing research programs and utilize marketing strategies that are developed with customer feedback in mind. What is marketing myopia and what does the theory suggest. Marketing myopia takes a limited marketing view that focuses on the need of the business rather than those of the prospects.
Avoiding marketing myopia, levitt argued, is all about shifting your perspective and focusing on the customer rather than just yourself and your product. In every case the reason growth is threatened, slowed, or. How do i find theodore levitts classic hbr article. For decades, the term myopia is being used in human sciences referring to nearsightedness the ability to see near objects clearly but the inability to see the far off objects. Marketing myopia is when a firm goes into decline due to a productfocus as opposed to a customerfocus. By theodore levitt presentation by, satish bhadra manisha bose. Pestel pest analysis of marketing myopia case solution. Initially, the term market myopia was floated by the theodor levitt in the marketing paper. Read marketing myopia by theordore levitt for free with a 30 day free trial. Hbrs 10 must reads on strategic marketing with featured. Ppt marketing myopia powerpoint presentation free to. What marketing was and has to return to a focus on knowing and serving customer needs if it has any chance of remaining relevant in an experiencedriven, mecentered world.
Eventually somebody finds a way to serve customer needs better and the product becomes obsolete. Pdf marketing myopia theodor levitt harvard business. Download it once and read it on your kindle device, pc, phones or tablets. Looking at the market from a myopic perspective results in the company. Sep 29, 2017 marketing myopia is when a firm goes into decline due to a productfocus as opposed to a customerfocus. Just as the cause of blockbusters demise is simple, so too is the solution. Marketing myopia theodore levitt every major industry was once a growth industry. Marketing myopia as defined by theodore levitt could teach a lot of organizations the importance of clearly defined purposes and customer value. The evolving nature of marketing myopia the startup medium.
In addition, the document will correlate levitts work in 1960 to contemporary marketing. The marketing imagination by theodore levitt 2149 words. According to the writer, businesses will do better in the end if they focus their attention on meeting customers needs rather than on selling products. It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life in business and beyond. Marketing myopia suggests that businesses will do better in the end if they concentrate on meeting customers needs rather than on selling products. However, it is apparent from the foregoing discussion of the new marketing myopia that a more appropriate definition of marketing management alone i. What is the relationship between marketing concept and. Theodore levitt, marketing myopia, contemporary marketing. Pest analyses is a widely used tool to analyze the political, economic, sociocultural, technological, environmental and legal situations which can provide great and new opportunities to the company as well as these factors can also threat the company, to be dangerous in future. The concept has stayed in tact over the last 50plus years. Also known as the shortsighted approach to marketing, the focus is to sell products and therefore for profitdriven. Christensen, theodore levitt, philip kotler, fred reichheld.
Marketing myopia case study solution and analysis of harvard. His most recent books are thinking about management 1990 and the marketing. According to levitt, marketing myopia is something that many commercial organisations suffer from, namely that they have a shortsighted and inward. Levitt, who was then a lecturer in business administration at the harvard busi. Marketing myopia, by theodore levitt 48 words 6 pages. A free powerpoint ppt presentation displayed as a flash slide show on id. May 06, 2008 what marketing was and has to return to a focus on knowing and serving customer needs if it has any chance of remaining relevant in an experiencedriven, mecentered world. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline.
Use features like bookmarks, note taking and highlighting while. Analysis of theodore levitts marketing myopia bartleby. In marketing myopia, theodore levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. In theodore levitts article, marketing myopia 1975, the concept of marketing was widened by examining the history of failed industries doomed to fail eventually. In it, theodore levitt, who was then a lecturer in business administration at the harvard busi ness school, introduced the famous question, what business are you really in.
Years ago, theodore levitt, a marketing professor at the harvard business school, published a popular article entitled marketing myopia. Marketing myopia presented by ngan nguyen wangjung lee zhouyang lu theodore levitt author of the article professor at the harvard published six books died at 81. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers real needs. Marketing myopia is the quintessential big hit hbr piece. Other which are thought of as seasoned growth industries have stopped growing. But levitt himself not only ends up endorsing selling. Theodore levitt criticizes john kenneth galbraiths view of advertising as artificial want creation, contending that its selling focus on the product fails to appreciate the marketing focus on the consumer. The rationale is covered here, beautifully and succinctly by prof. Marketing myopia throws light on the organizations shortsightedness, narrowminded.
Ppt marketing myopia by theodore levitt powerpoint. Marketingwit provides you with more information about marketing myopia along with its examples and how to avoid it. Many people in business today, despite not having read the article, subscribe to the idea. Marketing myopia an update how theodore levitt changed our. Which marketing concept may lead to marketing myopia. Theodore levitt, a longtime professor of marketing at harvard business school in boston, is now professor emeritus. Marketing myopia is used in marketing as well as the title of a marketing paper written by theodore levitt. New marketing myopia stems from three related phenomena. Hbrs 10 must reads on strategic marketing with featured article marketing myopia, by theodore levitt. Marketing myopia was written by the late theodore levitt over 55 years ago. This leads the firm to continually improve a narrowly defined product without inventing new ways to meet customer needs.
Marketing myopia pepsi nike free 30day trial scribd. Marketing myopia 2008 harvard business press boston, mass. Pdf marketing myopia by theodore levitt may boutaleb. Levitt described the failure of management to define adequately the. Free registered users may view 3 magazine articles per month. Ebook or pdf edited book email encyclopedia article govt. Looking at the market from a myopic perspective results in the company ignoring the many opportunities and. Read marketing myopia online by theordore levitt books. In this widely quoted and anthologized article, first published in 1960, theodore levitt argues that the history of every. What usually gets emphasized is selling, not marketing. The title of the article hints what it suggests, a shortsighted approach to marketing. Marketing myopia, a useful marketing strategy theory toolshero. Marketing, corporate policy, vertical integration, masdar institute. Intellectual indies marketing myopia is a common marketing term of marketing that refers to a situation where a business pays more interest in its own needs rather than focusing on consumer needs.
192 1401 507 964 376 379 1547 991 224 101 622 385 407 38 955 1083 443 1237 1291 459 1135 73 524 323 1343 399 203 1027 308 188 149