Critical Analysis Of Marketing Myopia By Theodore Levitt

700 Words2 Pages
bulb-icon

Recommended: Levitt, Theodore. (1960). Marketing Myopia. harvard business review 38 doi

Old time-high minds Often we hear in our daily lives our grandparents and parents saying that where they did there studies there was no proper sources, not many teachers, no proper facilities, even electricity wasn’t proper; still got better grades of you get today with everything available to you. It’s so true. Marketing Myopia by Theodore Levitt was originally written in 1960.
Levitt who was an economist and a professor realized the true reason behind the success and failure of a company, it’s been more than 50 years still there are companies in world which still hasn’t realized the main reason behind there failure. Despite article been written for more than 50 years, the message given in it is still relevant in today’s time.
People felt Starbucks was bitter and tasted burnt (The Seattle Times, February 2007). But still Starbucks sells more coffee than McDonald’s. Starbucks means best cup of coffee for many. Question here arises is, why is that so? If McDonald’s coffee tastes better why customers buy Starbucks coffee? The answer to this question is the message we got from the article. Starbucks is customer oriented. It provides personalized services buy writing you name on your cup of coffee. If you a regular customer and drinks same type of coffee, the staff at the outlet you most remembers it. They are friendly. They make you feel
If the purpose is fulfilling, one don’t need to spend tons of money on advertisement. The product will sell and represent your brand. To understand what the customers require, companies do market study and then make a product. That’s how technology was created. Apple doesn’t do as much as marketing compared to other brands. It don’t need to. Apple’s product is self-explanatory. Apple provides us with a new I-Phone every year or an I-Pad. Best part the new version is something that customer demands for. The product it self is not enough. Apple also provides with amazing customer

Show More
Related

  • Mcdonalds Vs Starbucks Marketing Strategy

    872 Words  | 2 Pages

    Coffee, one of the world’s most known beverages. Seen being drinking at work places, colleges, or in the convenience of your own home. There are a variety of companies that provide us the people with coffee. It can be your local market, bakeries, or even fast food places. 3 places that stand out and our known very well for supplying Americans with coffee is Starbucks, Dunkin Donuts, and McDonald’s. From their strategic advertising, deals, and even straight down to the design of their cups, they meet the definition of marketing. We will be examining these 3 companies using the marketing mix which consist of product, price, place, promotion and also cover value based marketing and see how these companies meet these definitions and how they satisfy their customers as well.

    Read More

  • Moby Dick by Herman Melville

    1232 Words  | 3 Pages

    Why spend two dollars for a coffee from Starbucks when you could spend a dollar at Dunkin Donuts or even McDonalds? Everyone knows Starbucks is more expensive but that doesn’t stop them from buying it. At 10 am the Hazard Ave. Starbucks always has a line out the door. Why don’t those people just travel a minute down the road to Dunkin or McDonalds to get cheaper coffee? What it comes down to is, are you willing to pay more for a better taste coffee? Although some may argue that McDonalds or Dunkin’ has better coffee. Every person develops their own taste for coffee, whether they like it with cream and sugar or black. Personally, I’m a fan of my coffee with a little bit of milk. It really allows...

    Read More

  • Starbucks Case Analysis

    1693 Words  | 4 Pages

    In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers. The situation was unacceptable for a company whose overall objective is to build the most recognized and respected brand in the world. Starbucks was supposed to represent a new and different place where any man would relax and enjoy quality time, alone or with others. But the market research showed that in the mind of the consumers, Starbucks brand is viewed as corporative, trying to expand endlessly and looking to make lots of money. This huge gap between customers' perception and Starbucks' values and goals called for immediate action.

    Read More

  • Starbucks Business Communication Practices

    1843 Words  | 4 Pages

    Founded in 1971 at Seattle’s Pike Place Market, Starbucks Coffee, Tea and Spices, as it was originally called, has been “brewing-up” its famous blends in over 43 countries, including the United States. Now called Starbucks Coffee Company, business isn’t just about the coffee and tea anymore. Starbucks has its own line of bottled water, handcrafted beverages, fresh food, entertainment, merchandise and a Starbucks Card. The company has received numerous awards for their outstanding business practices. Fortune Magazine has ranked them as one of “The Best 100 Companies to Work For” in 1998, 2000, 2002, and 2008 (Starbucks, 2008). The Starbucks Experience provides consumers and the general public a direct line a of business communication. From friendly baristas to press releases from CEO Howard Schultz, Starbucks keeps its “partners” informed.

    Read More

  • Analysis Of Marketing Myopia By Theodore Levitt

    1741 Words  | 4 Pages

    ...with the improvements in technology. Everyone wants what everyone else has. The days of customisation and originality are long gone. His ability to influence new thinkers was he greatest attributes. He was both provocative and startling which made him so bold and brilliant. People were intimidated by his presence and wanted to keep up with him. His trail of thought never stopped and he unconditionally allowed this brilliance to be shared with all of those whom he came into contact with. His writings and words touched the lives of various people and allowed them to explore new areas. Theodore Levitt’s contribution to the marketing world knows no bounds nor will it ever. His simplistic, long-term, future focused ideas changed the world of business and served as a spin-off effect for other scholars allowing his work to assist in the future of marketing.

    Read More

  • CBBE Model Applied on Apple

    2165 Words  | 5 Pages

    Apple company consumers connect with the actual model quite totally. Duplicate acquisitions are widespread. They feel an extremely powerful addition for the model as it portrays an extremely distinct graphic. It helps make them feel that they are moving using the transforming movements given that they unique a good Apple company product or service. Quite a few Apple company customers occasionally look at the Apple company product or service the most liked property or perhaps state they really like the actual model given that they acquire quite mounted on that. Apple company features made itself to become a model how the consumer will surely have the pleased in addition to ongoing relation using. The Apple company practical knowledge has produced more deeply attitudinal ad...

    Read More

  • Apple Music Ad Essay

    591 Words  | 2 Pages

    Apple has been said to be a unique company regarding the way they compose their advertisements. In a TEDx talk on YouTube, Simon Sinek is discussing the virtue of advertising. He states that Apple uses a specific strategy that goes by, “People don’t buy what you do, they buy why you do it.” This can seem confusing at first, however it makes sense. A simpler way to say that would be, “If you show people a reason to buy their products that makes a connection with them, they will be more likely to buy it.”

    Read More

  • Starbucks

    1328 Words  | 3 Pages

    Starbucks is currently the industry leader in specialty coffee. They purchased more high quality coffee beans than anyone else in the world and keep in good standings with the producers to ensure they get the best beans. Getting the best beans is only the first part, Starbucks also has a “closed loop system” that protects the beans from oxygen immediately after roasting to the time of packaging. They did this through their invention of a one-way valve which let the natural gasses escape but keeping oxygen out. This gave them the unique ability to ensure freshness and extended the shelf life to 26 weeks. Starbucks isn’t only about the coffee, it’s also about a place where people can escape to enjoy music, reflect, read, or just chat. It is a total coffee experience. The retail outlet has been responsible for much of Starbucks growth and has contributed substantially to their brand equity.

    Read More

  • The Apple Corporation's Clever Marketing Strategies

    1448 Words  | 3 Pages

    Overall, Apple has a creative way of marketing to the millions of people over the world. Their creative marketing coupled with their unique product meshes together to form a multi-billion dollar company. If Apple keeps using their exclusive style of marketing to a younger “hip” generation then they will be Apple customers for life.

    Read More

  • Case Study Of Theodre Levitt's 'Marketing Myopia'

    1173 Words  | 3 Pages

    Marketing Myopia is a short sighted method or narrow minded view of marketing where businesses define their markets in terms of the products or services offered and fail to focus on consumers’ or market needs. They therefore fail to understand and adjust to the rapid changes that happen in the market.

    Read More

  • Starbucks Organizational Behavior

    1352 Words  | 3 Pages

    Everything centers on the organizational culture within Starbucks. While being a customer service-based company and understanding that the customer satisfaction and loyalty are what will make the company profitable, Starbucks takes a different approach to customer service than other companies. By hiring employees that fit in the organizational culture (ICFAI, 2005) and treating their employees well (Lefevere, n.d.), Starbucks brings in and retains customers through their happy employees. The qualities that Starbucks hires for are "adaptability, dependability and the ability to work in a team" (ICFAI, 2005). The culture is supportive and laid back (Montana, 2005). Howard Shultz, Starbucks president and CEO, has the theory "that if you treat your employees well, they will treat your customers well" (Starbucks, 1997).

    Read More

  • Compare And Contrast The Holistic Marketing Concept

    717 Words  | 2 Pages

    Apple depends on building a better product and in turn, the product itself leads people to purchase from Apple. However, new or improved products will not necessarily be successful unless they are priced, distributed, advertised, and sold properly (Kotler & Keller, 2012). The holistic concept encourages the marketer to integrate marketing activities and assemble marketing programs to create, communicate, and deliver value for consumers such that “the whole is greater than the sum of its parts (Kotler & Keller, 2012). This is why Apple advertises how much the new feature will enhance the consumers’ life and release snippet tutorials of how to use the new features or

    Read More

  • Apple Success: The Apple's Success Story

    1245 Words  | 3 Pages

    However later there have been series of events and happening leading the company through many ups and downs.

    Read More

  • Starbucks Case Analysis

    1309 Words  | 3 Pages

    In addition to being best-known supplier of the finest coffee and promising only the highest quality products, Starbucks emphasizes firm values, provides guidelines to enhance employee self-esteem. This is to ensure continued customer satisfaction. Moreover, diversity has become a priority to providing an inviting environment to all consumers. Starbucks continues to abide by a strict, slow growth policy in which they set out to dominate a market before moving on to expand, thus history has shown this strategy to be successful for Starbucks, making them one the fastest growing companies nationwide.

    Read More

  • Starbucks Case Study

    1287 Words  | 3 Pages

    With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.

    Read More

More about Critical Analysis Of Marketing Myopia By Theodore Levitt

Open Document