Theodore Levitt: Globalization of Marketing

The video explores Theodore Levitt's influential ideas in marketing, focusing on his concepts of Marketing Myopia, customer-centric strategies, and globalization. Levitt argued that organizations should view themselves as creators of customers rather than mere producers of goods. He emphasized the importance of marketing in organizational strategy and introduced the idea of standardizing services like products. Levitt also foresaw the impact of globalization and technology on markets, advocating for efficiency and standardization over local customization. His ideas sparked debates with contemporaries like Philip Kotler, highlighting differing views on market customization.

What two vectors did Levitt argue would shape the world according to his article 'The Globalization of Markets'?

What was Levitt's stance on local customization versus efficiency and standardization?

How did Levitt view the relationship between technology and globalization?