MARKETING PAPER: MYOPIA ASSIGNMENT INSTRUCTIONSYou will write 1000 words minimum on the classic Theodore Levitt 1960 paper calledMarketing Myopia. ‘Marketing myopia’ is a term coined by Theodore Levitt. A business suffersfrom marketing myopia when a company views marketing strictly from the standpoint of sellinga specific product rather than from the standpoint of fulfilling customer needs. This course iscustomer-centric. This assignment supports your thinking as you prepare your seminar paper onmarket disruption. As Theodore Levitt states, “Creativity is thinking up new things. Innovation isdoing new things.” Three scholarly authored references required, including the MarketingMyopia article.Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
The student must thenpost 2 replies of at least 250 words by 11:59 p.m. (ET) students must support their assertions with at least 2 peer-reviewed journal
The student must thenpost 2 replies of at least 250 words by 11:59 p.m. (ET) students must support their assertions with at least 2 peer-reviewed journal articles in current APA format. The thread must include a reference list, andeach question/answer must be delineated under an APA heading. Each reply must