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Sample Question And Solution Of Marketing Assignment

Critical Analysis of Marketing Myopia by Theodore Levitt


Students are required to access, through library resources, Marketing Myopia*, an article written in 1960 by Theodore Levitt and published in the Harvard Business Review.  Once you have accessed the article, read, reread, and consider the ideas advanced by the author.  Do you agree?  Disagree?  Are his ideas relevant today?  What are the strengths and weaknesses of his arguments?  The goal of this assignment is to have you critically assess the ideas advanced by the author using your own knowledge and experience to justify your position.

Solution: Critical analysis of the article: Marketing Myopia by Theodore Levit

In this article, the author has written that the companies emphasize selling their products and not marketing which is a big mistake that is conducted by them. In the selling concept, the companies focus on the seller’s needs, and in the concept of marketing, the concentration is on the needs of the buyer. The main idea that is propagated in the article is that the industry is a process of satisfying customers, and it is not a process of producing goods.  So, the progress of the business depends on the fact that they concentrate on the needs of the customers and not on selling the products. So, this concept is explained by defining ‘marketing myopia’ which means the failure or the short-sighted vision of the top management of the company in defining the purpose of the company in consideration of the functions performed by it from the point of view of the consumers i.e. they do not assess the needs of the customers and they just focus on enhancing their products. 

The strength of the arguments of the author is that he argues that the growth of the industries get slow down because they believe that the expansion in the size of the population will help them in growing, they cannot get competition from the substitutes and mass production will reduce their costs and increase profits. All these are myths by the businesses and these are the major beliefs that led to the downfall of the companies. 

The weakness of the arguments of the author is he mentioned the concept of marketing myopia as completely flawless which is ambiguous. For example, the example of railroads is not relevant completely. He said that the railroads failed because the management was not capable of defining its purpose and it did not fail because of the introduction of other facilities of transportation. So, this logic was ambiguous. 

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