Not-for-Profit* One of the most influential marketing articles written in the 1960s was Thoedore
Levitt's "Marketing Myopia," Harvard Business Review,
July-August 1960, In order to plan strategically, a company must define its business. Defining the organization's purpose too narrowly is called marketing myopia. Levitt encourages organizations to shift their business domain definition from a product focus (product class, technological field, customer group, market need, or some combination) to a market focus. For example, a business domain product definition would be cosmetics company versus the market definition of beauty company. Marketing has been adopted by different organizations at different times. A recent entry has been the not-for-profit sector. Higher education, health, the arts, and religion have discovered the importance of marketing. This interest in marketing has been triggered by increasing competition and declines in enrollments, patient census, patronage, and members. The marketing plan details the marketing strategies and activities and includes: executive summary, analysis of the marketing situation, assessment of opportunities and threats, specification of marketing objectives, formulation of marketing strategies, preparation of action programs and budgets, and development of control procedures. Levitt discusses the relevance of marketing for the not-for-profit sector.
Videos adapted (with permission) from The Humble Management Series, |
