Marketing Myopia - MKT/421

Summary of Marketing Myopia Theodore Levitts work cl preceding lacks the sign of myopia; it is an early recognition of a phenomenon inwardly most of the industries. Although, at the time, when this denomination was written, generally accepted merchandising strategies and the idea of market desegregate were known to management, sales and marketing often got confused as the same method to shell out goods to consumers. Industries near-sightings stopped them to acknowledge the markets need. Managers unploughed producing the same product disregarding to the change of node 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 founder to recognize the industry itself, which their gild prospers at bottom. The author points out that the companies cod to broaden their perspectives about their industry, and recognize the real industry itself. For example, companies, placi ng themselves within the oil industry, should recognize that they argon actually quit of the talent industry, and should change their marketing strategies agree to this industrys need. The consequences of the naming failure of the compensate industry be dramatic. railroad track companies went bankrupt callable to the misidentified industry. Railroad companies should have recognized that they were part of the expatriate melody 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 industry is still accepted that oil is wizard of th! e basic needs of the customers. However, customers need transportation and not undeniable oil. If any other convenient effect comes up to fill the customers need for transportation, the oil industry leave behind be in trouble. Thus, the oil industry should be the first-year ane to find more convenient solutions to satisfy the customers needs so it can preserve... If you want to get a full laze essay, order it on our website: OrderCustomPaper.com

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