bus103 week2 RN - Jeeyoung(Christine Noh BUS 103 SEC 24 9...

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Jeeyoung (Christine) Noh BUS 103 SEC 24 9 October 2015 Levitt, T. (2004). Marketing Myopia. Harvard Business Review , 138-149. Central Theme A company with a customer oriented marking technique will always be in a growth industry, while a company with a product oriented marketing technique is at a halt. Sustained growth of a company depends on how broadly a business is defined and how carefully the company gauges the customer’s needs. Also it usually is a sign of failure of management. Critical Analysis An example of a product oriented company would be the railroad industry, while an example of a customer oriented company would be the transportation industry. When in the railroad business, it can be hard to not concentrate on what it actually is and miss the broader picture of the transportation industry. It is hard for people who hail the twin messiahs of electronics and chemicals to see how things could possibly go wrong with these galloping industries. Other industries that have similar issues are dry cleaning, electric utilities,
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