The first thing Theodore Levit does in his article “Marketing Myopia” is to deny the title of ever-growing industry to any industry that has ever existed and claimed to be one. He believes that every industry has been a growth industry at some point in time, but has failed to push the label forward for several reasons and none of the reasons is market saturation. Industries have failed to continue their growth due to lack of proper management. . They didn't realize the need to expand into adjacent industries they are already working on. The railways were limited to rail transport and did not cover other modes of transport. There are many other similar examples listed by Levit in his article. The main mistake of these industries has been to be product or service oriented, when they should have been customer oriented. To keep the growth bandwagon moving, they have been required to modify their services as per the market needs. Fateful Purpose An industry is a process of customer satisfaction, not a process of producing goods. Companies will be better positioned for growth if they focus on meeting customer needs rather than mass producing and selling their products. The mistake of the analysis is to consider the specific product or service to focus on growth and not the entire sector. .For maximum support and growth, a marketer must need customer service and market orientation. The final motto is to satisfy the customer by satisfying their needs. In the shadow of obsolescence every company can face approaching extinction due to business environment and diversification of market force. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Dry Cleaning Industries were the most recently invented and service-oriented businesses in the market, but they face some shadow of obsolescence due to new inventions, what makes this industry more useless for customers. Customers have totally new and better alternatives to meet their needs. Electric Utilities Electric utility industries also face the same problem due to new and dynamic changes in their use and production. With the changes in time the electronic utilities are changing very rapidly and with the whole change the customers also get used to using new and convenient utilities. As a result, product-specific oriented companies face a state of obsolescence. Grocery Store Due to the recent introduction of huge super chain stores and hypermarkets, the grocery stores in our nearby locality may also have to lose their business. The first time grocery store owner thinks that those supermarkets will not compete and come to their market, but he was wrong. Cycle of Self-Deception This is the cycle in which one's self is the cause of the company's total shortsightedness. This cycle concerns some conditions. The cycle of self-deception has four conditions.1. Growth is due to increase in population.2. Believe that there will be no substitute for any major product.3. Mass production and decreasing unit costs due to increased production.4. Concern about developing a single product. The belief that increasing customers will increase your business has a negative impact as you will not worry about expanding your business. The oil industry thinks there are no competitors because there is no substitute for oil, but many refineries have stockpiles ofoil so large that it could pose a threat. Population Myth The population myth believes that increasing population will increase demand by its own force. This does not necessarily mean an increase in demand for what a particular sector offers. Sometimes some other product may take over in demand for unknown reasons. The oil industry has made the wise decision not to limit itself to petroleum products. Rather they expanded to supplement crude oil products to save themselves from the slide. Asking for TroubleLooking for Trouble In other words, the industry's efforts have been focused on improving the efficiency of obtaining and manufacturing its product, not really on improving the generic product or its marketing. Furthermore, its main product has continually been defined in the narrowest terms possible, namely gasoline and not energy, fuel or transportation. This attitude helped ensure it. The biggest improvements in gasoline quality tend not to originate in the oil industry. Furthermore, the development of higher quality alternative fuels comes from outside the oil industry, as will be demonstrated later. Major innovations in automotive fuel marketing have come from small new oil companies that are not primarily involved in manufacturing or refining. These are the companies responsible for the rapid expansion of multi-pump gas stations, with their emphasis on large, clean facilities, quick and efficient driveway service, and low prices on quality gasoline. Therefore, the oil industry is asking for trouble from outsiders. Sooner or later, in this land of hungry inventors and entrepreneurs, a threat will surely arrive. The idea of ​​indispensability: Believing that there is no competitive substitute for the industry's leading product would be a huge mistake on the part of management. Also in this case the author brings forward the example of the oil industry. The industry has had to shift focus several times due to inventions that didn't even come from the industry itself. Kerosene in lamps was abandoned with the invention of electric bulbs, and the heating system was taken away by the coal industry. Oil Hazards These dangers are the probable occurrence of a total industrial disaster or a downsizing of the oil and related complementary industries due to the uncertain availability of natural oil in nature. But it is a great miracle that this danger has never occurred in this sector. Also on the brink of danger are other natural oil resources available on the market. A company with an uncertain future cannot guarantee that it will not go extinct and can continue the business with its own strategy and process. If they fail to introduce new market and consumer-oriented products or services, another competitor will do something that could cause the short-sighted company to go extinct. Production Pressure Mass production was assumed as the way to reach mass people with low-priced products and a tool for good marketing. In the initial stage of mass production it sometimes worked, but over time this tool no longer works by itself. Now daily customers have to be treated more individually. That's why to be a true marketer you need to create value and satisfaction with your service and product. Lag in DetroitDetroit wasn't very focused on customer choice. They were only developing their product with the economy of scale approach to price effectively. This was the cause of loss of business and loss ofmarket, both existing and emerging. What Ford put first: Ford was highly focused on production orientation. They produced huge quantities with their full production capacity and with this strategy they were able to provide low-priced cars in the market. And as a result it worked. Ford has earned a huge amount of revenue from the market. But it was truly a short-sighted decision. Product provincialism The growth of a company depends on the attention the company has on the market and its customers. But the company which is not so customer oriented is much more concerned about the development and production of the product, it may fall into a low growth phase and lose the market due to the lack of concern for customers' needs and demand on the market. A company with product parochialism is surrounding itself within its products and services. Creative destruction is the process of creating new value for customers by innovating new products or services instead of existing ones that are not truly valued by customers. This has happened especially in the oil industries which have tried to introduce a new product appreciated by the customers for the growth of the industries. Danger in case of research and development Companies do not focus on customer needs but continuously try to do research and development. Paying too much attention to research and development without considering other factors causes dangers. Managing high-tech products becomes burdensome for engineers. The products themselves become the main focus of marketing. Marketing changed briefly Keep in mind: This is just one example. Get a custom paper from our expert writers now. Get a Custom Essay Companies are investing and focusing on creating a superior product with maximum effort, but they fail are not highly customer oriented and fail to fully satisfy the customer's needs. These kind of companies think that a customer will accept what they have provided to customers and that the ideas are not worthy. Treatment of the Stepchild This situation occurs in some specific areas. The oil industry is one of them. In the oil industry all industrial activities are more or less related to research and operations, but marketing activities are very few and sometimes not carried out at all. This situation is treated like the treatment of the stepson. The initial and final industries are actually not intended to make the product and are developing with great concern. Industries serve to satisfy customer needs with every related concern. Product and service development and other things are part of industrial activities. First understand the market and its environment to understand what customers' needs are and how the needs can be met with the best product and service. Conclusions, In conclusion we see that companies or industries have a short-sighted attitude towards their business, largely due to the fact that they are unaware of the future trends of their resources. This is especially true because the pressure on resources comes not from one's own industry, but from related ones. However, the dependence of these companies on related industries is grossly overlooked by top management. Furthermore, as we have seen, competition comes from sectors that may seem completely unrelated to the business in question. In the case of the efficiency of energy-saving appliances, an imminent threat came from an already existing industry architecture, which until then seemed completely unrelated to energy saving. To counter such threats, top management has no choice but to think “outside, 37(2),, 31(1), 1-18.