MARKETING PAPER: MYOPIA ASSIGNMENT INSTRUCTIONS
You will write a 4-page paper 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.”
4 scholarly authored references are required, including the Marketing Myopia article.
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
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