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 storey of failed industries destine to fail eventually. Industries failed to continue their ontogenesis non because of a pure market moreover failure of proper management. They did not view the need of expanding into aras in which they were already familiar. Levitt used the trackroads as an mannikin because railroads were not focusing on other modes of conveyance 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 film 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 crossway orientation sooner than customer-oriented. To survive, their products and services had to be marketed differently jibe to the customers necessitate. 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 ingathering 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 property is the state myth; the belief that a maturate in universe of discourse growth is assured by an expanding and more adulterate population does not necessarily mean a fountain 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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