Доступ заблокирован, Marketing research essay к информационному ресурсу ограничен на основании Федерального закона от 27 июля 2006 г. 149-ФЗ “Об информации, информационных технологиях и о защите информации”.
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See Wikipedia’s guide to writing better articles for suggestions. Marketing Myopia is a term used in marketing as well as the title of a marketing paper written by Theodore Levitt. The Myopic cultures, Levitt postulated, would pave the way for a business to fall, due to the short-sighted mindset and illusion that a firm is in a so-called ‘growth industry’. This belief leads to complacency and a loss of sight of what customers want.
It is said that these people focus more on the original product and refuse to adapt directly to the needs and wants of the consumer. To continue growing, companies must ascertain and act on their customers’ needs and desires, not bank on the presumptive longevity of their products. In every case the reason growth is threatened, slowed or stopped is not because the market is saturated. It is because there has been a failure of management. Some commentators have suggested that its publication marked the beginning of the modern marketing movement.
Its theme is that the vision of most organizations is too constricted by a narrow understanding of what business they are in. It exhorted CEOs to re-examine their corporate vision and redefine their markets in terms of wider perspectives. One reason that shortsightedness is so common is that people feel they cannot accurately predict the future. While this is a legitimate concern, it is also possible to use a whole range of business prediction techniques currently available to estimate future circumstances as best as possible. There is no such a thing as a growth industry. There are only companies organized and operated to create and capitalize on growth opportunities. The belief that growth is assured by an expanding and more affluent population.