Write a review of this famous article, which has been carefully read and
discussed by executives for over fifty-five years. Consider focusing your paper on some of the
following questions:
- What is Levitt’s central thesis? Why do you think Levitt’s article made such a big impact
with executives since 1960? - How is Levitt’s thesis consistent with a marketing orientation?
- What is Levitt’s definition of marketing myopia and what are its distinguishing features?
- What causes marketing myopia?
- Is Levitt’s thesis still relevant for executives today? If yes, why? If not, what has
changed? You may also argue that Levitt’s argument was never relevant. - How do the concepts of product-oriented and market-oriented definitions fit with
Levitt’s marketing myopia? See the last page of this assignment for a brief discussion of
product-oriented and market-oriented definitions. - What contemporary or recently deceased brands are suffering from marketing myopia or
failed because of it? You might consider Kodak Kodachrome or any other 35mm film
brand, Polaroid Land Cameras, plain old wire telephone service for homes, Smith Corona
Portable Typewriters, PalmPilot, Zip Drives, the Sony Walkman, Tower Records, or
Radio Shack.
Edward Volchok, PhD Page 2 of 3 BU401_HS1Assignment.docx - You might consider whether companies like Microsoft, Yahoo!, Google, Research in
Motion (BlackBerry), Nokia, the New York Times (or the New York Post) or others suffer
from marketing myopia. Provide examples as well as suggestions on how these
executives from these firms can recapture the vision that once made their brands great
Sample Solution