Marketing & Envorinmental Impact

Levitt holds that many companies suffer from marketing myopia, which is the tendency to perceive the market from too close a perspective to comprehend the larger issues. As an example of this, Levitt cites Henry Ford, who has been celebrated for bringing the assembly line to American industry, which (we are told) enabled him to bring $500 cars to the marketplace. Ford, and Levitt, hold that the market has reversed the importance of Ford's actions. Ford did not set out to cut costs and thus sell millions of cars. Instead, he determined that he could sell millions of cars at the lower price and then set out to find a way to accomplish this (155). That the end result was the assembly line is, according to Levitt, happenstance. If Ford could have brought a $500 car to market by importing it from Canada, for example, he likely would have done that.

This understanding of the market is at the heart of successful companies. However, many companies focus instead on cuttin

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s to economically make new paper from old. By working in close concert with their customers, newspapers, these paper companies are able to develop products which meet the needs of their customers, but which also are environmentally sound. Despite the strides that have been made in American industry toward creating products and processes which respect the environment, it still must be argued that much of American business remains focused on the short-term picture rather than the long-term. From this standpoint, the American marketplace continues to suffer from collective marketing myopia. However, from an environmental standpoint, the government and consumer groups have brought a significant amount of pressure to bear on the market which has resulted in changes in the way some companies do business. Such pressure will have to continue if companies are to continue to move toward environmental responsibility. Just as paper companies have recognized that it is in their interests to harvest forests rather than destroying them wholesale, so other companies will have to learn to take a long-range approach to their business. By working with customers to solve problems, and by recognizing that an environmentally proactive program ca
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Some common words found in the essay are:
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Approximate Word count = 2536
Approximate Pages = 10 (250 words per page)