In “Marketing Myopia” the tendency of firms is to take a :
In his landmark 1960 Harvard Business Review article 'Marketing Myopia', Theodore Levitt explained that firms suffer from marketing myopia when they take a narrow,…
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In “Marketing Myopia” the tendency of firms is to take a :
Answer and explanation
Correct answer B
In his landmark 1960 Harvard Business Review article 'Marketing Myopia', Theodore Levitt explained that firms suffer from marketing myopia when they take a narrow, product-oriented view of their market (e.g., defining themselves as railroads rather than transportation) instead of a broad, customer-need-oriented view.
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UGC NET Management