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Running head: Assignment 1 Page no.- 1 Introduction Myopia or nearsightedness means when we can only see the objects near us clearly and but objects farther away are blurry. In his article Marketing myopia, Theodore Levitt, refers to the industries seeing short term goals clearly but criticizes their long-term vision. According to Theodore Levitt, there are no ‘growth industries. He believes that in today’s times there could be many substitutes for any number of products and the company’s which focus on capitalizing their ‘growth opportunities’ fall into a ‘shadow of obsolescence’. They fail to see the prospects of substitute industries which wipe-out their businesses could. In short, Levitt tells us that the companies are doomed to fail if their visions and purpose is obscure. In order to succeed, organizations should have crystal-clear goals that focus on the customer needs and preferences rather than on the product. This paper will discuss some of the pros of the article ‘Marketing Myopia’ and some criticisms about the same along with examples.

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