Levitt's Marketing Myopia Article
Marketing myopia is a term, created by professor Theodore Levitt. Many of his ideas exercised a big impact in theory and practice for operation of the marketing organizations in ’’ century. Business making is indissoluble related to the proper attitude tofor the consumers as well as to the marketing competence.
The meaning of the business according to Levitt is to be in a service of the consumers. In his article "Marketing Myopia", he challenges the popular then standpoint that the business should be targeted only on a profit. He shows that the profit is a result of the customers' service and the product that the company produces is only a mean, with which the profit can be achieved.
According to Levitt, if the product provokes complacency of the customers, they become clients of the company, in its assets as well. The more happy consumers the company has got, the more profits will have. The happy clients according to Levitt are a type of company assets and these assets had should be managed.
Levitt has thought that this management should begin with the marketing of the company. In view of the fact that the most important aim of the business is on the client's complacency, Levitt had constantly propagandised that each staff should submit its activity to this purpose and to cooperate for the larger satisfaction of the clients' needs. This rule is very simple and clear and managers should follow it in their business. The idea of Theodore Levitt for the customers as a purpose of business is already affirmed as a law in the contemporary rule of the organizations.
For example, on this base a balanced system for indexes for effectiveness measure exists, which unify different indexes of effectiveness. Many west companies use this balanced system in planning their business and in their daily work. The profit is only one of the indexes of effectiveness in this system, and except it there are indexes as client's satisfaction, supplier's satisfaction, etc.
The ideas, which Theodore Levitt shares in his books, are related to the marketing philosophy. He presents marketing like a fancy, namely this is an ability to see the world from the different point of view. Intangible aspects of the product (such as good service) exercise powerful influence on the client's satisfaction.
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