Marketing Myopia by Theodore Levitt 1. Defining the market and understanding your customer (page 1). 2. Focusing on customers want rather than what the company wants (page 10) – Not neglecting marketing 3. Excluding a product from a lineup when it is necessary – reacting to the shift preferences of customers. (page 4) 4. “The view that an industry is a customer satisfying process, not a goods-purchasing process”(page 19) 5. Growing population and mass production is never a guarantee to increase
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questions: What do you think is your passion? Why do you say this is your passion, as it may be manifested in your personality, personal history and lineage? --- As I was reflecting on this intently, I came across this online article from Harvard Business Review where Peter Drucker, one of the most influential people in the area of modern management, talked about the topic on managing oneself. And an excerpt from this article below quite interests me the most. “Most people think they know what
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receiving. The author considers the intangible factors present in all products and also advises producers of services about how best to hold on to their customers. Mr. Levitt is the Edward W. Carter Professor of Business Administration and head of the marketing area at the Harvard Business School. He has written nearly two dozen articles for HBR, including the well-known "Marketing Myopia" {published in i960 and reprinted as an HBR Classic in September-October 1975) and "Marketing When Things Change"
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Assignment: FINA 6201 This assignment is a Harvard Business Review case about the proposed acquisition of Intuit by Microsoft, by William Fruhan. Source: Harvard Business School: 20 pages. Publication Date: May 24, 1995. Prod. #: 295121-PDF-ENG The case is available using the following link. http://hbr.org/product/microsoft-intuit/an/295121-PDF-ENG It costs $ 6.99 and I believe you can also get the spreadsheets with the data in the case in soft copy (excel) format if you buy the case from
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limitations of managers in approaching the philosophy of modern business. The core of this article is to criticize myopic visions of managers who always pay attention to their selling targets as well as their firms’ without perceiving that the most crucial goal in business is to satisfy customers, not to sell products. In order to illustrate his view, Levitt (1960) take the railroad industry as a typical example for the failure in its business at that time. In this case, he points his finger on the railroads’
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Harvard Management Communication Letter A NEWSLETTER FROM HARVARD BUSINESS SCHOOL PUBLISHING TOOLS, TECHNIQUES, AND IDEAS FOR THE ARTICULATE EXECUTIVE Article Reprint No. C0302A Stand Up and Throw Away the Script by Susan G. Parker Harvard Management Communication Letter A NEWSLETTER FROM HARVARD BUSINESS SCHOOL PUBLISHING TOOLS, TECHNIQUES, AND IDEAS FOR THE ARTICULATE EXECUTIVE Harvard Management Communication Letter Subscriptions Harvard Management Communication Letter Subscription
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forces consists of the rivalry of existing competitors. Which competitors are taken into consideration depends on the scope of competition the firm is defining. Many firms struggle because they do not define the industry broadly enough they are doing business in. (LEVITT 1960, p. 45) In the case of Tata competitors consist of manufacturers of motorcycles and scooters. According to the case study, there were 7 million sold in 2007. Another competitor is BAJAJ Auto that is also developing a low-price
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trends. Shared Value, Conscious Capitalism, and Social Business. Throughout this paper, I will be discussing these major trends and demonstrating how different businesses embody them. These major trends do not always work together. However, many businesses demonstrate one or two of these trends. In today’s world, corporate social responsibility is something that every business should make a great effort to incorporate into their business model. This is important because corporate social responsibility
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Michael Porter, siendo una gran figura en el tema de estrategia de empresas, economía global, medio ambiente y salud. Se dio cuenta que medir la competencia en la industria a base de rivalidad entre ellos mismos, era muy básica. Así qué al estudiar este tema más a fondo, resumió las 5 fuerzas competitivas con las que es necesario medirla: El poder de negociación con los compradores, el poder de negociación con los proveedores, la amenaza de nuevos competidores, la amenaza de los productos sustitutos
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has progressively gained awareness, no longer allowing business actions to remain independent of society endeavors. The obligation or “duty” that has surfaced between organizations and their commitment to the environment and society has typically been the result of enforced government regulations and “bad” publicity. However, Michael Porter and Mark Kramer point out the opportunity that is presented from the application of CSR within a business. Not only can the incorporation be innovative and bode
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