The Explainer: Don’t Just Sell Stuff - Satisfy Needs

Theodore Levitt's classic theory says that an industry is a customer-satisfying process, not a goods-producing process.
An industry begins with the customer and his or her needs, not with a patent, a raw material, or a selling skill. Given the customer’s needs, the industry develops backwards, first concerning itself with the physical delivery of customer satisfactions. Then it moves back further to creating the things by which these satisfactions are in part achieved.
How these materials are created is a matter of indifference to the customer, hence the particular form of manufacturing, processing, or what have you cannot be considered as a vital aspect of the industry. Finally, the industry moves back still further to finding the raw materials necessary for making its products.
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[@tomirwinphoto]

Decades ago when I was an undergrad marketing major Levitt’s Marketing Myopia made perfect sense to me. However, with decades of experience behind me it scores less than one hundred percent on a reality check. Businesses develop cultures, skills and methods in support of their operating process and the mindset to build, maintain and run trains does not easily transform to creating an automobile manufacturing and distribution operation. Cultures and skills matter.

[@kamalrasheed7781]

good strategy

[@advertgroupitaliaagenziadi804]

obviously studying didn't help you, you go back to making the same mistakes

[@opeyemiogundele9167]

incredible

[@mr.rishabhdeovanshstudentj7334]

very brief and well explained , ThankYou

[@rmm7693]

great...

[@poonamtiwari1003]

Very well explained... Thank you

[@ramaabdullah1705]

Thanks

[@anaszayed2046]

Impressive :)

[@earthmovingmachines007]

Selling is helping Customer make a Buying Decision.

[@ajalaabdulazeez]

That Oil and gas industry mistake...very big

[@denny8111]

Myopia view happens in every aspect of our live

[@sirisaksirisak6981]

To sale is not sell but to make believe in need in product and service, how, it's just open your card in the play.

[@Foxygrandpa2131]

So basically Jobs Theory