READ: Levitt 1975 (Marketing Myopia), Martin 1995 (Ignore Your Customer), and Phillips et al. 1990 (King Customer). Consider these questions as you are reading: 1. How are the articles and ideas they offer similar and different? 2. Is Martin (1995) really suggesting that we should ignore customers? 3. What is Marketing Myopia and what causes it? 4. As you read, note ideas or themes that strike you as interesting or counterintuitive.
TASK: mind map the core concepts and ideas related to marketing from the readings; you can also draw on knowledge of marketing from other life experiences, if possible. Please use a large sheet of paper and color markers, pens or pencils.
TASK: take a picture of your mind map and post it on the course website. Select ‘Individual Assignments’ and then ‘Mind Map-Marketing’ category. Please bring a hard copy of your map to class to be handed in.
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