‘Marketing myopia’.
I’m studying for my Management class and need an explanation. Marketing Paper Assignment Instructions Marketing Paper: Myopia Assignment You will write 1000 words minimum on the classic Theodore Levitt 1960 paper called Marketing Myopia. ‘Marketing myopia’ is a term coined by Theodore Levitt. A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs. This course is customer-centric. This assignment supports your thinking as you prepare your seminar paper on market disruption. As Theodore Levitt states, “Creativity is thinking up new things. Innovation is doing new things.” Three scholarly authored references required, including the Marketing Myopia article. Note: Your assignment will be checked for originality via the SafeAssign plagiarism tool. Make sure you are under 25% SafeAssign score. There are three attempts granted for this paper. Marketing Paper: Brand Loyalty Assignment You will write 1000 words minimum on the brand loyalty. An expert in this field is Frederick Reichheld who has written several books on this topic including The Loyalty Effect or Loyalty Rules. As he stated, “Without trust, there can be no loyalty – and without loyalty, there can be no true growth.” Again, this course has a customer-centric marketing emphasis. Your HBR package has an article by author Reichheld, but you are expected to research and find two other Reichheld sources plus two Marketing Journal articles by any authors to support your write-up on the importance of Loyalty. The premise of the paper will be whether or not brand loyalty is dead OR is it still important to businesses today and why? Integrate a Biblical verse into this paper and include a separate subject header/paragraph for this and how it connects to brand loyalty and being a Christian. Note: Your assignment will be checked for originality via the SafeAssign plagiarism tool. Make sure you are under 25% SafeAssign score. There are three attempts granted for this paper.
Requirements: see the assignment for instruction
