7/4/25, 9:29
PM
MBA 706 - Saleh - Marketing Myopia Exam
Questions and Answers with Complete Solutions
Verified Graded A++ 2025/2026
Depends on defining business broadly and gauging
Sustained growth customers' needs
Stopped growing due to not moving to fill
Railroads transportation needs
Accepting myths like ever-expanding population
Obsolescence risk ensures growth
Focused on customer needs, creating products to
DuPont enlarge market
Emphasizes company's needs over customers',
Mass production not ensuring growth
May lead to organizing around technology, not
Technical R&D customer satisfaction
Concept by Theodore Levitt emphasizing customer
Marketing Myopia needs over products
McKinsey Award Award won by 'Marketing Myopia' in 1960
Once major industries, now threatened by
Growth industries management failures
Management failure at the top affecting
Fateful Purposes industry growth
Signaled by journalists, executives changing business
HBR article impact practices
1/
7
, 7/4/25, 9:29
PM
Critical for sustained growth, focusing on customer
Business definition needs
Myth 1 Belief in expanding population ensuring growth
Belief in no competitive substitutes making
Myth 2 company vulnerable
Harvard Business School lecturer who introduced the
Theodore Levitt 'What business are you really in?' question
Could have grown by seeing themselves in the
Railroad executives transportation business
Emphasizes meeting customer needs over selling
Customer needs focus products for business success
Occurs when a business is product-oriented instead
Industry misdefinition of customer-oriented
Thought it was in the movie business, but it was
Hollywood actually in the entertainment business
Continued growth due to companies inventing new
Aluminum industry customer-satisfying uses
Grew larger than movies due to being customer-
TV industry oriented in providing entertainment
Businesses facing decline due to misdefining
Error of Analysis their industry or product
Industries can grow by broadening their focus
Growth opportunities beyond narrow product definitions
Examples of growth industries due to customer-
Nylon and glass industries oriented management
Nylon and E.I. du Pont de Nemours and Company and Corning
Glass Glass Works
Companies
Innovative and creative management approach
Managerial
Imaginativeness
Product Orientation Focus on product development and quality
2/
7
PM
MBA 706 - Saleh - Marketing Myopia Exam
Questions and Answers with Complete Solutions
Verified Graded A++ 2025/2026
Depends on defining business broadly and gauging
Sustained growth customers' needs
Stopped growing due to not moving to fill
Railroads transportation needs
Accepting myths like ever-expanding population
Obsolescence risk ensures growth
Focused on customer needs, creating products to
DuPont enlarge market
Emphasizes company's needs over customers',
Mass production not ensuring growth
May lead to organizing around technology, not
Technical R&D customer satisfaction
Concept by Theodore Levitt emphasizing customer
Marketing Myopia needs over products
McKinsey Award Award won by 'Marketing Myopia' in 1960
Once major industries, now threatened by
Growth industries management failures
Management failure at the top affecting
Fateful Purposes industry growth
Signaled by journalists, executives changing business
HBR article impact practices
1/
7
, 7/4/25, 9:29
PM
Critical for sustained growth, focusing on customer
Business definition needs
Myth 1 Belief in expanding population ensuring growth
Belief in no competitive substitutes making
Myth 2 company vulnerable
Harvard Business School lecturer who introduced the
Theodore Levitt 'What business are you really in?' question
Could have grown by seeing themselves in the
Railroad executives transportation business
Emphasizes meeting customer needs over selling
Customer needs focus products for business success
Occurs when a business is product-oriented instead
Industry misdefinition of customer-oriented
Thought it was in the movie business, but it was
Hollywood actually in the entertainment business
Continued growth due to companies inventing new
Aluminum industry customer-satisfying uses
Grew larger than movies due to being customer-
TV industry oriented in providing entertainment
Businesses facing decline due to misdefining
Error of Analysis their industry or product
Industries can grow by broadening their focus
Growth opportunities beyond narrow product definitions
Examples of growth industries due to customer-
Nylon and glass industries oriented management
Nylon and E.I. du Pont de Nemours and Company and Corning
Glass Glass Works
Companies
Innovative and creative management approach
Managerial
Imaginativeness
Product Orientation Focus on product development and quality
2/
7
