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Marketing Myopia and Market Orientation Comparison

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Task 2 Comparison of Marketing Myopia and Market Orientation: The Construct, Research Propositions and Managerial Implications The principles themes that underline the "Marketing Myopia" and "Marketing Orientation: The Construct, Research Propositions, and Managerial Implication" are the implementation of the market orientation, the product and customer orientation, which reflects the activities and behaviour of an organization. Contrasting the two articles we can argue the differences and the similarities between them. Kohli and Jaworski "Marketing Orientation: The Construct, Research Propositions, and Managerial Implication" article purpose is to delineate the marketing orientation construct domain, providing an operational definition and also developing a propositional inventory reeling to the construct of a comprehensive framework for directing future research. Meanwhile Theodore Levitt "Marketing Myopia" article's is contrasting the difference between product orientated and costumer orientated marketing, evidencing the failure of management in major industries which once represented growth industries, but now are facing a severe decline. ...read more.


"Marketing Myopia" is getting through all the heading problems of growth industries as petroleum, automobile or movie industry. It is also a defined contrast through examples as Henry Ford, Detroit or DuPont in the market orientation of the customer-satisfying process and not goods-producing process. This is emphasizing how vital is for all businessmen to understand customer's need. By this "myopia" is highlighted the conditions that are the realities of the marketing. On the one hand the fact the consumers are unpredictable, the needs are continuously changing and the innovation is growing, and on the other hand the organization failure of management mostly being product orientated instead of being customer orientated, are driving to decline, facing their own "myopia". In conclusion, I think the impact of a Kohli and Jaworski market orientation is important in creating a good organizational strategy, managing the employers and understanding the customers' behaviour needs and attitudes. ...read more.


Not our children' The Times; 21st February; Websites AdLitarate; (2006); 'The ethics of marketing to children'; [online]; available at: <http://www.adliterate.com/archives/2005/03/the_ethics_of_m_1.html>; [14 November 2010] AllBusiness; (2004);'Research & Insight: Is Marketing To Kids Ethical?'; [online]; available at: < http://www.allbusiness.com/marketing-advertising/branding-brand-development/4687919-1.html> [14 November 2010] JustBeAParent; (2010); 'Ethical Issues When Marketing To Children'; [online] available at: < http://justbeaparent.com/ethical-issues-when-marketing-to-children/> [14 November 2010] Journals Austin, M., Reed, M., (1999); "Targeting children online: Internet advertising ethics issues", Journal of Consumer Marketing; Vol.16, No. 6 1999, pp. 590-602; Prothero , A., Lawlor, M., (2008) "Exploring children's understanding of television advertising - beyond the advertiser's perspective" European Journal of Marketing Vol. 42 No. 11/12, pp. 1203-1223; Sekeres, D., (2009) "The Market Child and Branded Fiction: A Synergism of Children's Literature, Consumer Culture, and New Literacies." Reading Research Quarterly; Vol. 44 Issue 4, p399-414, 16p Mihaela-Sofronia Jucan 161MKT-Personal Skills ...read more.

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