Assignment_MKTG8072

 -­‐  Marketing  Management  

Cinta  Nastasya  -­‐  2001881042  
 
1. Identify   and   describe   some   problems   and   challenges   to   marketing   managers   in   relation   to  
change   and   innovation.   Critically   discuss   the   links   between   how   company   can   survive   to   the  
change  environment  with  particular  reference  to  Levitt’s  seminal  article  “Marketing  Myopia”  
 
Innovation  is  one  of  the  most  important  factors  for  organizational  success  and  growth.  Indeed,  
the  name  of  innovation  or  changes  will  cause  some  complaints  for  people  who  are  not  easy  to  
adapt   to   changes,   even   though   sometimes   those   changes   make   them   better.   Thus,   fostering  
innovation   in   your   company   must   be   an   important   organizational   initiative.   However,   many  
organizations   face   internal   challenges   that   hinder   the   progress   of   innovation   as   I   said   before.  
There   are   some   challenges   for   marketing   managers   in   relations   to   change   and   innovation   like  
employee   aren’t   empowered   and   motivate   to   inovate,     sometimes   the   inovation   aren’t   for   all,  
only  certain  group  that  leads  to  the  lack  of  collaboration  and  diversity,  and  as  we  do  business,  
we  have  customers,  we  don’t  want  to  missed  connection  with  them,  deep  customers  empathy  is  
the   key   to   understanding   changes   in   demand,   by   utilizing   customer’s   input   can   help   to   keep   you  
company  knows  what  customer’s  really  need.    
 
Mostly   business   organizations   are   organized   with   visions   that   are   too   focused.   Therefore   to  
bring   change   and   innovation,   companies   must   review   it   to   define   the   market   in   a   broader  
context.  This  is  the  essence  of  Levitt's  article  "marketing  myopia,"  .  According  to  Theodore  Levitt  
in  1960,  marketing  myopia  was  when  companies  were  too  focused  on  producing  products  and  
services,   rather   than   seeing   the   big   picture   of   what   people   wanted.   For   example   case   in  
Indonesia   or   globally   would   be:   Taxi   (Blue   Bird)   companies   whose   dominance   began   to   be  
shifted  by  the  phenomenon  of  online  transportation  (GoCar/Grab).  What  customer’s  needs  are  
not   ‘Taxi   Transportation’   but   transportation   that   are   easily   accessible   at   affordable   prices.   Or  
global   example   would   be   like   Hollywood   movie   industry,   which   was   threatened   by   the   existence  
of  TV.  Now  TV  is  threatened  by  the  existence  of  YouTube.  Meaning  that,  is  not  about  watching  a  
movie,  watching  TV,  or  watching  YouTube  as  desired;  but  an  easier  way  to  get  pleasure.  
 
Levitt’s   suggest,   that   the   company   should   know   what   business   are   they   in,   it’s   is   because   a  
successful   companies   always   measure   what   consumer’s   need   not   only   offering   a   products   and  
services  which  can  actually  become  a  subtitute  produts/services.    
 
2. Peter   Drucker   states   there   are   two   essential   functions   in   organization;   marketing   and  
innovation.   State   your   view   on   the   statement.   Do   you   agree/   disagree   to   Peter   Drucker.  
Explain   your   argument   by   analyzing   the   fundamental   concept   of   marketing,   and   how  
marketing  is  significantly  to  company’s  competitive  advantage.  
 
Drucker  stated   that   the   purpose   of   business   is   to   create   a   customer,   the   business   enterprise   has  
two   basic   functions:   marketing   and   innovation.   I   do   agree   on   this   statement,   because   of  
marketing   and   innovation   produce   results   which   both   of   them   are   costs.      Innovation   is   very  
important,  you  can’t  convince  a  prospect  to  buy  from  you  rather  than  a  competitor.    
 
The  relations  between  innovation  and  marketing  would  be  making  a  decision  concerning  what  
innovation  to  invest  your  time,  money  and  effort  in  is  part  of  marketing.  Marketing  analysis  is  a  
good   deal   more   than   ordinary   market   research   or   customer   research.   It   tries   to   look   at   the  
entire   business,   at   the   market,   the   customer,   purchases,   satisfaction,   values,   and   spending  
behavior.   And   as   a   marketers’   they   should   know   the   4Ps:   Product,   Place,   Price   and   Promotion,   if  
they  know  all  of  these  then  it  will  help  them  to  get  into  the  entire  business  segment.  
 
Basically,  the  marketing  goal  is  to  know  and  understand  the  customer  well  so  that  the  product  or  
service  matches  and  sells  it.  With  regard  to  the  consumer  market,  marketers  spend  priority  on  
sales  promotion,  advertising,  personal  sales  and  public  relations,  while  for  the  business  market  
they   spend   on   personal   sales,   sales   promotions,   advertising,   and   public   relations.   Returning   to  
Drucker's  initial  quote,  it  is  doubtful  that  regardless  of  how  effective  the  marketing  function  is  
carried  out,  it  will  not  eliminate  personal  sales,  especially  in  business  or  industrial  markets.  
 
 
 
References:  
 
Principles  of  Marketing,  Philip  Kotler  
http://marketinglessons.in/2016/10/09/marketing-­‐myopia-­‐concept-­‐examples/  
https://hbr.org/2016/08/a-­‐refresher-­‐on-­‐marketing-­‐myopia  
 
Kotler,  P.,  &  Armstrong,  G.  (2013).Principles  of  marketing  .Edinburgh  Gate:  Pearson  Education  
Limited.  
 
Nwokah,  N.  G.  &Onduku,  F.  E.  (2009).Competitive  intelligence  and  marketing  effectiveness  in  
corporate  organisations  in  Nigeria.  African  Journal  of  Marketing  Management,  1(1),  10-­‐22.