Marketing Myopia

Levitt, T. (1960). Marketing myopia. Harvard Business Review, July-August, 45-56. Retrieved from https://courses.yorkvilleu.ca/iSpring/BBA/BUSI_2163/Resources/Marketing Myopia (Levitt Article).pdf Instructions Read Marketing Myopia, an article written in 1960 by Theodore Levitt and published in the Harvard Business Review. Read, reread, and consider the ideas advanced by the author. Do you agree? Disagree? Are his ideas relevant today? What are the strengths and weaknesses of his arguments? The goal of this assignment is for you to critically assess the ideas advanced by the author using your own knowledge and experience to justify your position. Clarity of argument while having a focused, concise presentation is key to your success in this assignment. The main themes put forward by the author should be addressed, providing a critical analysis of the hypothesis and the data used to support it. The critique should include an introductory paragraph briefly summarizing the article and a concluding paragraph briefly summarizing the student’s position on the value/accuracy/relevance of the article. This assignment should draw on materials from the assigned readings and discussion materials, in addition to external materials, your past learnings, and your experiences. These criteria must be met when submitting your article critique: The report must be 1-2 double-spaced typewritten pages. It should be free of spelling errors, be grammatically correct, written in full sentences, and contain full words (no shorthand, emoticons, etc.). All materials must be referenced using APA style. Efforts to reference academic sources located through the library is encouraged. Evaluation The Article Critique will be marked in its entirety out of 100. The following rubric indicates the criteria students are to adhere to, and their relative weights to the assignment overall. Points Requirements 90-100 The report is well written, arguments and positions are clearly articulated and well supported, the critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes based on course materials, previous learnings, and materials from other sources. The students bring an element of innovative thinking to their critical evaluation of the hypothesis advanced by the author. 80-89 The report is well written, arguments and positions are clearly articulated and well supported, the critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes based on course materials. 60-79 The critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes based on course materials. 40-59 The critique includes an introductory and concluding paragraph. The body of the critique identifies the main themes advanced by the author and provides a critical assessment of those themes without drawing on relevant course materials. 1-39 The critique does not address the main themes advanced by the author nor incorporate relevant course materials as part of the critical analysis. 0 No submission

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