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Marketing Myopia - Coggle Diagram
Marketing Myopia
Fateful Purposes
The railroads did not stop growing because the need for passenger and freight transporta- tion declined. That grew.
They let other costumers away from them because they assumed themselves to be in the railroad business rather than in the transportation business.
Hollywood barely escaped being totally ravished by television. Actually, all the established film companies went through drastic reorganizations. Some simply disappeared.
"Movies” implied a specific, limited product. This produced a fatuous contentment that from the beginning led producers to view TV as a threat.
Today, TV is a bigger business than the old narrowly defined movie business ever was.
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Error of Analysis
Some may argue that it is foolish to set the railroads off against aluminum or the movies off against glass
What the railroads lack is not opportunity but some of the managerial imaginativeness and audacity that made them great.
Shadow of Obsolescence
It is impossible to mention a single major industry that did not at one time qualify for the magic appellation of “growth industry.”
There appeared to be no effective substitute for it. It was itself a runaway substitute for the product it so triumphantly replaced.
Dry cleaning
This was once a growth industry with lavish prospects. In an age of wool garments, imagine being finally able to get them clean safely and easily. The boom was on. Yet here we are 30 years after the boom started, and the industry is in trouble.
Electric Utilities
This is another one of those supposedly “no substitute” products that has been enthroned on a pedestal of invincible growth. When the incandescent lamp came along, kerosene lights were finished.
But a second look is not quite so comforting. A score of nonutility companies are well ad- vanced toward developing a powerful chemical fuel cell, which could sit in some hidden closet of every home silently ticking off electric power.
To survive, they themselves will have to plot the obsolence of what now produces their livelihood.
Grocery Stores
The supermarket took over with a powerful effectiveness. Yet the big food chains of the 1930s narrowly escaped being completely wiped out by the aggressive expansion of independent supermarkets.
When they chose to notice them, it was with such derisive descriptions as “cheapy,” “horse-and-buggy,” “cracker-barrel storekeeping,” and “unethical opportunists.”
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