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.
Touchstone 2: Did Jim and Laura Buy a Car?SCENARIO: Jim and Laura Buyer visit the local car dealership because they are interested in buying a new car.
Touchstone 2: Did Jim and Laura Buy a Car?SCENARIO: Jim and Laura Buyer visit the local car dealership because they are interested in buying a new car. The car they currently have is aging and is starting to have mechanical problems. Jim and Laura would share the new car, and use