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 memorial of failed industries destine to fail eventually. Industries failed to continue their ontogenesis not because of a pure market provided failure of proper management. They did not view the need of expanding into beas in which they were already familiar. Levitt used the take aimroads as an mannikin because railroads were not focusing on other modes of transfer 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 moving-picture show business instead of an entertainment business. When TV came out, it almost ruined Hollywood because of their ill-considered marketing. The major problem with these industries was the issue of fruit orientati on sooner than client-oriented. To survive, their products and services had to be marketed differently check to the customers needs. 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 increment industry, but growth opportunities. Levitt termed the stagnation of growth industry as a self-deceiving cycle. Within this cycle, there are warning consecrates t! hat tell if an industry will fail. The first pledge is the state myth; the belief that a maturate in people growth is assured by an expanding and more plastered population does not necessarily mean a turn off 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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