Gurus On Marketing

Finally some writers argue that there are benefits to be gained by
focusing on similarities in global customer needs as Levitt has
suggested but it is also important to remember that advantages can
also be gained by remaining responsive to differences in customer
needs. Exploiting national differences can also develop into a source
of competitive advantage.
At the feet of Theodore Levitt:
Lessons learnt
• Do not focus on industry – focus on markets.
• Define your business in a broad and meaningful way.
• Define business in terms of consumer needs.
• Review your capabilities constantly to reflect changing
market needs.
• There is no growth industry as such – only opportunities
for growth.
• Create value for customers.
• Make use of product life cycle and come up with imaginative
marketing solutions.
• There is no such a thing as a commodity.
• Differentiate by enhancing attributes associated with the
generic product.
• Respond to the challenges of globalisation.
• Globalisation process affects products and services – tangibles
and intangibles.
• Globalisation of markets does not mean the end of choice.
56
GURUS ON MARKETING