Marketing Myopie article Critiques - Essay ExampleLevitt tries to sell the theory to the very managers that he qualifies as failures for the lack of focus on the customers. Most theories of business would water down his arguments. Tailor making policies and shifting production to suit the customer is like having customers run the business. It is just impractical.Levitt gives an example of the transport industry. He details that the railway has been replaced by other means of transport that meet the needs of the customers. The railroad, according to him, failed to meet the needs of the customer. He argues his case that I was because they had a wrong definition for their business; product orientation. Levitt’s argument was unwarranted and misinformed. The reason the railway was overtaken by other means of transport in my view is due to the technological advancements. If there is a new invention in the transport industry today and airplanes are phased out, will the reason be due to lack of focus on the customer? Not really.
