Marketing Myopia and Market Orientation Comparison

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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.

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“Market orientation” article is offering a large number of insights such as “The Construct” where marketing concept is underling under three core themes or “pillars” pointing out what is the consumer focusing on, how the market is coordinated and profitability, all these representing a major challenge in the development of operational definitions for the marketing concept.  It also explains the marketing orientation construct which border’s the concept of intelligence generation, intelligence dissemination and responsiveness focused on specific activities rather then philosophical notions, simplifying the process of putting it into the marketing concept.  The research propositions  is following four discussed factors ...

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