Marketing Myopia Reaction

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Northern Quezon College, Inc. Brgy. Comon, Infanta, Quezon Reaction Paper Marketing Myopia By Theodore Levitt Submitted to: Mrs. Jessica Dela Cruz Instructor Submitted by: Ms. Maria Donna B. Perez Leader Ms. Mary Grace A. Dela Cruz Ms. Rosean Morada Mr. Mark Kevin D. Moises Member November 24, 2012 Marketing Myopia Theodore Levitt Theodore Levitt in his Harvard Business Review, 1975 named “Marketing Myopia” has argued that there is no such thing as a “growth industry” and many big business houses have gone down due to their narrow beliefs while marketing their products. Myopia – defined as short sightedness in which distant objects appear blurred, is existent even in the business world and Theodore Levitt has tried to explain this myopia in the business with the help of few products which were thought to be so called as growth industry before they kind of almost collapsed due to their myopic thinking. The point that I basically got from his review is that “If people have mouse in their houses and you are a mousetrap manufacturing company, then you’re goal shouldn’t be selling the mousetraps; rather it should be getting rid of the mouse from the houses”. Just selling your mousetraps is a myopic thinking. Doing this all you are thinking of is how to make profit. You don’t care anything else beyond that. But selling someway or product or a solution that would get rid of mouse from houses is a broader way of thinking and by doing this you are being customer oriented and this will in a way automatically attract profit for you. And if you don’t think like that, someone else will and there may be others coming with new ways of not even letting those mice enter your house and that can ruin your business of mousetraps. So, you need to be aware of those facts and broaden your thinking and strategies. First thing is that there is no such thing

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