TAILIEUCHUNG - Marketing Myopia Theodore Levitt

The use of the internet as a method of purchasing counterfeit goods was most common for films, with 12 per cent of purchasers using this electronic shop front. However, respondents were more than twice as likely to purchase films from social environments (26 per cent) or on holiday (29 per cent). We do not wish to under- estimate the importance of the internet for the sale and distribution of counterfeit products, as this distribution channel is most likely to show greatest growth in the future. However, it is notable that less than a third as many people reported acquiring. | Marketing Myopia Theodore Levitt Reprinted by permission of the publishers from Edward C. Bursk and John F. Chapman eds. Modern Marketing Strategy Cambridge Mass. Harvard University Press @ 1964 by the President and Fellows of Harvard College originally published in the Harvard Business Review 38 July-August 1960 pp. 24-47. The retrospective commentary was published in the Harvard Business Review 53 September-October 1975 copyright @ by the President and Fellows of Harvard College all rights reserved. Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline. Others which are thought of as seasoned growth industries have actually stopped growing. 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. FATEFUL PURPOSES The failure is at the top. The executives responsible for it in the last analysis are those who deal with broad aims and policies. Thus The railroads did not stop growing because the need for passenger and freight transportation declined. That grew. The railroads are in trouble today not because the need was filled by others cars trucks airplanes even telephones but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry wrong was because they were railroad-oriented instead of transportation-oriented they were product-oriented instead of customer-oriented. Hollywood barely escaped being totally ravished by television actually all the established film companies went through drastic reorganizations. Some simply disappeared. All of them got into trouble not because of TV s inroads but because of their own myopia. As with the railroads Hollywood defined its business incorrectly. It

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