Articles we recommend
Marketing Myopia
Theodore Levitt , Harvard Business Review, Jul 1, 2004
At some point in its development, every industry can be considered a growth industry, based on the apparent superiority of its product. But in case after case, industries have fallen under the shadow of mismanagement. What usually gets emphasized is selling, not marketing. This is a mistake, because selling focuses on the needs of the seller, whereas marketing concentrates on the needs of the buyer. In this widely quoted and anthologized article, first published in 1960, Theodore Levitt argues that “the history of every dead and dying ‘growth’ industry shows a self-deceiving cycle of bountiful expansion and undetected decay.” But, as he illustrates, memories are short. The railroads serve as an example of an industry whose failure to grow is due to a limited market view. Those behind the railroads are in trouble not because the need for passenger transportation has declined or even because cars, airplanes, and other modes of transport have filled that need. Rather, the industry is failing because those behind it assumed they were in the railroad business rather than the transportation business. They were railroad oriented instead of transportation oriented, product oriented instead of customer oriented. For companies to ensure continued evolution, they must define their industries broadly to take advantage of growth opportunities. They must ascertain and act on their customers’ needs and desires, not bank on the presumed longevity of their products. In short, the best way for a firm to be lucky is to make its own luck. An organization must learn to think of itself not as producing goods or services but as doing the things that will make people want to do business with it. And in every case, the chief executive is responsible for creating an environment that reflects this mission.
De-Marketing Obesity
Brian Wansink, Mike Huckabee, Harvard Business Review, Aug 1, 2005
Although catering to our biological interests, food companies have been recently accused of contributing to the growing problem of obesity. As a result, managers are torn between trying to satisfy consumers and trying to satisfy concerned public policy officials who bring threats of taxes, fines, restrictions, and legislation. Although the situation appears perplexing, there are profitable “win-win” solutions. Describes two hard-wired principles that influence food acquisition and consumption and identifies four reversible drivers of food consumption that marketers could use to help consumers better control what and how much they eat.
Books we recommend
Marketing,
by Charles W. Lamb, Joseph F. Hair, Carl McDaniel;
Publisher: South-Western, January 2005
New edition of a text that introduces the key principles of marketing. Lamb (business, Texas Christian U.), Joseph F. Hair (Entrepreneurship Institute, Louisiana State U.) and Carl McDaniel (marketing, U. of Texas) present 20 chapters that discuss the world of marketing; analysis of marketing opportunities; product, distribution, promotion, and pricing decisions; and technology driven marketing. The included CD-ROM features two new video cases, PowerPoint slides, E-Marketing planning worksheets, practice quizzes, and supplemental Competitive Intelligence information, and other material. Annotation c. Book News, Inc., Portland, OR (booknews.com)
The Ultimate Guide to Electronic Marketing for Small Business: Low-Cost/High Return Tools and Techniques That Really Work,
by Tom Antion;
Publisher: Wiley, John & Sons, Incorporated, June 2005
Most small businesses are not taking advantage of the powerful and inexpensive Internet-based marketing tools and techniques that are available to them. These tools and techniques can mean the difference between a viable business and closing up shop. But most of what small business owners hear or read about the Internet applies to large businesses with greater resources than their own, or comes from unreliable or shady sources. The Ultimate Guide to Electronic Marketing for Small Business gives the small business owner or aspiring entrepreneur the real-world tools and tactics to market their small business around the world with little investment and even less risk. Full of practical ideas on reaching new customers and increasing sales, this book will make a real difference in the success rate of small businesses and start-ups everywhere.
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