How did Theodore Levitt explain the marketing concept?

Asked By: Azad Howden | Last Updated: 16th February, 2020
Category: business and finance marketing and advertising
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How Theodore Levitt defined Marketing 60 years ago and predicted the Energy Market of Today at the same time. In the article, Levitt states that for companies to ensure continued growth, they must define the industry they are in broadly. He urged companies to define themselves from the eyes of the consumer.

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Also know, what is marketing myopia by Theodore Levitt?

Marketing Myopia is used in marketing as well as the title of a marketing paper written by Theodore Levitt. Marketing Myopia suggests that businesses will do better in the end if they concentrate on meeting customers' needs rather than on selling products.

Also Know, what is the marketing concept? The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always been the case.

Also to know, what is the meaning of marketing myopia?

A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers' needs and wants. It results in the failure to see and adjust to the rapid changes in their markets.

What is production concept in marketing with example?

The production concept thrives on the ability to increase output while decreasing costs. Companies that manufacture their products overseas are a perfect example of the production concept in action. Manufacturing retail goods offshore decreases costs, savings they can pass on to the customer.

35 Related Question Answers Found

What is an example of marketing myopia?

Examples of Marketing Myopia
Kodak lost much of its share to Sony cameras when digital cameras boomed and Kodak didn't plan for it. Nokia losing its marketing share to android and IOS. Hollywood didn't even tap the television market as it was focused just on movies.

What is Levitt idea?

The Levitt's model is based on the idea of a product as stratification of level. Each upper level contains the previous ones. According to Levitt, the innermost level is the core benefit, that is the need a customer wants to satisfy. The third level is the augmented product: it exceeds customer expectations.

Why is marketing myopia important?

Marketing Myopia becomes very important if a company understands it. Sometimes there is too much focus on selling in the short term that they stop understanding the consumer behavior especially the needs of the customer. The company needs to research what product they can make and which need they want to compete for.

Does marketing myopia still exist?

What is marketing myopia? The myopia that Levitt describes is a lack of insight into what a business is doing for its customers. They get lulled into thinking they're in a “growth industry,” which, according to Levitt, don't exist.

What is the selling concept?


Selling concept. The Selling Concept proposes that customers, be individual or organizations will not buy enough of the organization's products unless they are persuaded to do so through selling effort. So organizations should undertake selling and promotion of their products for marketing success.

What are the primary goals of marketing?

Typically, clients marketing objectives include some or all of the following:
  • Increase sales.
  • Build brand awareness.
  • Grow market share.
  • Launch new products or services.
  • Target new customers.
  • Enter new markets internationally or locally.
  • Improve stakeholder relations.
  • Enhance customer relationships.

Who coined the term marketing myopia?

'Marketing myopia' is a term coined by Theodore Levitt. A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.

How marketing myopia can be avoided?

Marketing myopia can be avoided through filtering every strategic initiative and company program through the screen of the customers it seeks to serve, Fundamentally, any company initiative or program must have the customer at its heart.

How do you explain marketing mix?

Definition: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place.

What is myopia simple?


: a condition in which the visual images come to a focus in front of the retina of the eye because of defects in the refractive media of the eye or of abnormal length of the eyeball resulting especially in defective vision of distant objects. — called also nearsightedness. — compare astigmatism sense 2, emmetropia.

What is management myopia?

Management myopia is the managers' tendency to obtain short-term gains rather than long-term profits.

What is the scope of marketing?

Notes # Scope of Marketing:
Marketing is a process designed to plan, price, promote and distribute want satisfying products and service. If covers three main activities—concentration, dispersion and equalization. Marketing confines itself to channels of distribution, marketing functions, flow of goods and management.

What do you mean by marketing management?

Marketing Management Definition
The American Association of Marketing define marketing management as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services in order to create, exchange and satisfy individual and organisational objectives (Grönroos, 1989).

What do you mean by relationship marketing?

Relationship marketing is a facet of customer relationship management (CRM) that focuses on customer loyalty and long-term customer engagement rather than shorter-term goals like customer acquisition and individual sales.

What is the relationship between marketing concept and marketing myopia?


Originally Answered: which marketing concept may lead to marketing myopia? Marketing Myopia takes a limited marketing view that focuses on the need of the business rather than those of the prospects. Also known as the shortsighted approach to marketing, the focus is to sell products and therefore for profit-driven.

What is the importance of marketing concept?

Some of the major importance of marketing concept are as follows: (i) Concern for customers' needs and wants rather than for the product increases the acceptability of the product. When the firm produces the product which meets the requirements of the customers, the need for promotion is reduced.

What is marketing orientation concept?

Definition and meaning. Market orientation is a business philosophy where the focus is on identifying customer needs or wants and meeting them. When a company has a market orientation approach, it focuses on designing and selling goods and services that satisfy customer needs in order to be profitable.