Industry Growth and Decline

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Questions and Answers

What major mistake led to the decline of the railroads according to Levitt?

They defined themselves too narrowly (correct)

They ignored customer needs

They did not innovate their technology

They were not profitable

Who is the author of the article 'Marketing Myopia'?

Theodore Levitt

Marketing Myopia suggests that industries should define their market broadly.

True

Which industry did Levitt use as an archetype to illustrate his point?

Railroads Signup and view all the answers

Hollywood was in the entertainment business, not the ______ business.

movie Signup and view all the answers

What was the main message of 'Marketing Myopia'?

Companies must ascertain and act on their customers’ needs and desires. Signup and view all the answers

What factor contributed to the high demand for oil after World War II?

The expansion of civilian aviation Signup and view all the answers

How did the petrochemical industry's growth compare to crude oil consumption?

It is expected to grow by 10% per year Signup and view all the answers

What challenge did centralized oil heating face in the market?

Severe competition from natural gas Signup and view all the answers

What major development could disrupt the current electric utility industry?

The introduction of solar energy Signup and view all the answers

What characteristic is NOT attributed to the electric motors compared to earlier technologies like water wheels and steam engines?

Complexity Signup and view all the answers

What was the estimated reserve ratio projected for oil by 1970 if current trends continued?

45 to 1 Signup and view all the answers

What mindset led some companies to maintain outdated business practices?

Pride in traditional methods Signup and view all the answers

Who primarily initiated the natural gas revolution?

Transmission companies Signup and view all the answers

Which past investment decision is mentioned as a cautionary tale regarding overly confident business thinking?

Investing in electric streetcar securities Signup and view all the answers

What outcome is suggested if electric utilities do not innovate in response to competition?

They may cease to exist as natural monopolies. Signup and view all the answers

Study Notes

Industry Growth and Decline

Growth industries are not always guaranteed to stay profitable. They might face decline due to management's failure to recognize and adapt to changing customer needs and market trends.
Companies that define their business too narrowly, focusing solely on their product rather than the broader customer needs they serve, are at risk of losing market share to competitors who offer more relevant solutions.
The railroad industry is presented as a prime example of "marketing myopia." They focused on being "in the railroad business" instead of the "transportation business" and missed opportunities to serve customer needs, ultimately leading to their decline.

Hollywood and the Entertainment Business

Hollywood initially viewed television as a threat and underestimated its potential. This narrow vision led to the decline of established film companies.
The key takeaway is that Hollywood, like railroads, initially defined their business incorrectly, leading to difficulties. Defining the business as “movies” instead of “entertainment,” limited their growth opportunities.

The Importance of Customer Orientation

Companies should define their businesses by addressing customer needs rather than being solely focused on their product. This customer-centric approach allows for more strategic growth and expansion.
The success of the article "Marketing Myopia" highlights the importance of its message. It emphasizes the necessity for businesses to understand customers' needs and desires to ensure continued growth.

The Threat of Disruptive Innovation

Electric utilities were once considered a safe investment, with almost no competition.
However, new technologies like fuel cells and solar power, developed by non-utility companies, threaten to disrupt the industry.
The oil industry also faced similar challenges, losing market share to natural gas, which was developed and marketed by new companies.
The oil industry continued to ignore innovation in alternative fuel systems, while other companies explored new ways to power automobiles.

The Importance of Customer-Focused Businesses

Companies need to focus on customer needs and value satisfactions, not just product production.
The assembly line was not the cause of Ford's low car prices; it was the result of his strategy to lower prices to increase sales.
The buggy whip industry failed because it stuck to its narrow product definition instead of adapting to the changing transportation needs.
Industrial products companies often face challenges communicating product characteristics to customers, leading to a product-focused strategy.
Companies should adopt a customer orientation and understand their customers' needs and problems.
"Marketing Myopia" is a manifesto advocating for a customer-centric approach to business. It's not about finding a balance between internal and external focus; it's about prioritizing the customer.

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Description

Explore the dynamics of industry growth and decline, focusing on how companies can miss market opportunities by not adapting to customer needs. Learn from examples such as the railroad and Hollywood industries, which faced challenges due to narrow business definitions. This quiz will enhance your understanding of market adaptability.