Theodore Levitt cytaty

Theodore Levitt – amerykański ekonomista, profesor Harvard Business School.

Sławę zyskał dzięki artykułowi „Krótkowzroczność marketingu” , który ukazał się w Harvard Business Review w 1960 roku. Artykuł ten traktowany jest jako przełomowy dla powstania nowoczesnego marketingu. Levitt wskazuje na liczne przykłady krótkowroczności działań marketingowych ograniczonych charakterystyką produktu i sugeruje redefiniowanie rynku przedsiębiorstwa jako obszaru zaspokajania potrzeb klientów.

Theodore’owi Levittovi przypisywane jest autorstwo terminu globalizacja . Wikipedia

✵ 1. Marzec 1925 – 28. Czerwiec 2006

Theodore Levitt: 8 Cytatów 0 Polubień

Theodore Levitt: Cytaty po angielsku

“The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.”

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Theodore Levitt

Źródło: Marketing Myopia, 1960, p. 10

“Creativity thinks up new things. Innovation does new things. The difference speaks for itself. Yet the fluent advisers to business seldom make the distinction. They tend to rate ideas more by their novelty than by their practicability.”

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Theodore Levitt

Theodore Levitt (1974). Marketing for business growth, p. 71

“Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline. Others, which are thought of as seasoned growth industries, have actually stopped growing. In every case the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management.”

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Theodore Levitt

Źródło: Marketing Myopia, 1960, p. 1; Lead paragraph

“People don't want to buy a quarter-inch drill, they want a quarter-inch hole.”

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Theodore Levitt

Theodore Levitt, cited in: Clayton Christensen (2016), The Clayton M. Christensen Reader. p. 46

“I do not mean that selling is ignored. Far from it. But selling, again, is not marketing. As already pointed out, selling concerns it with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs. The customer is somebody "out there" who, with proper cunning, can be separated from his loose change.”

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Theodore Levitt

Źródło: Marketing Myopia, 1960, p. 19

“The historic fate of one growth industry after another has been its suicidal product provincialism.”

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Theodore Levitt

Źródło: Marketing Myopia, 1960, p. 15

“In business, the followers are the customers. To produce these customers, the entire corporation must be viewed as a customer-creating and customer satisfying organism. Management must think of itself not as producing products but as providing customer creating value satisfactions. It must push this idea (and everything it means and requires) into every nook and cranny of the organization.”

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Theodore Levitt

Źródło: Marketing Myopia, 1960, p. 20-21

“The business of business is profits.”

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Theodore Levitt

Źródło: The Dangers of Social Responsibility (Levitt, 1958).