In: Accounting
Prepare your critique assignment on the Marketing
Myopia by Colin Grant based on the following 16 questions. Divide
the questions among your team members (4 questions each, etc.) and
complete the assignment. Due date - May 31st.
1. Who is
Theodore Levitt? Research online and write a short biography of
him.
2. What does
Levitt criticise at the beginning of the article?
3. What kind
of “marketing myopia” did Levitt suffer from? Explain.
4. What was
Levitt’s definition of “marketing”? Explain in detail with examples
where necessary.
5. What is
the “dependence effect”, as explained by John Kenneth Galbraith?
Explain with examples where necessary.
6. What does
Galbraith propose in his book “The Affluent Society”? Do necessary
online research to explain your answer.
7. Read “The
Affluent Society”. Explain the main idea of this book in about 2
pages.