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美国著名市场营销专家、哈佛大学的西奥多·莱维特教授1960年在《哈佛商业评论》7～8月号上发表著名论文《市场营销近视》,提出市场营销近视概念,即企业经营管理者在市场营销管理工作中缺乏远见,只注重其产品,忽视市场需求的变化,从而使企业丧失市场,失去竞争力。 自西奥多·莱维特教授提出营销近视概念以来,特别是随着市场营销理论和实践的发展,许多企业在经营管理中,注意克服营销近视症,但有的企业又走向了另一个极端,患上了“营销远视症”,即企业在生产经营过程中,过分注重市场导向,只看重市场前景与需求变动,而忽视企业内部产品、技术、管理等方面的创新,或是不结合企业自身的特点和实力,使营销活动超过自身能力范围,从而使企业失去竞争力。
The famous American marketing expert, Professor Theodore Levitt of Harvard University, published the famous paper “Marketing Myopia” in “Harvard Business Review” from July to August in 1960, and put forward the concept of marketing myopia, that is, the business manager Lack of foresight in marketing management, focusing only on their products, ignoring the changes in market demand, so that enterprises lose the market, loss of competitiveness. Since Theodore Levitt put forward the concept of marketing myopia, especially with the development of marketing theory and practice, many companies in the management of attention to overcome the marketing of myopia, but some companies have moved to the other extreme, Suffering from “marketing hyperopia”, that is, in the process of production and operation, enterprises pay too much attention to the market orientation, only focus on the market prospects and changes in demand, while ignoring the enterprise’s internal product, technology, management innovation, or not with the enterprise itself The characteristics and strength of marketing activities beyond their own ability to make the loss of competitiveness of enterprises.