Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

Theodore Levitt: Globalization of Marketing

Theodore Levitt’s 1960 Harvard Business Review article, Marketing Myopia, is a landmark of the discipline. But Levitt is best known for the word Globalization. Rumors that he coined it are wrong, but he certainly gave it prominence in the 1980s.

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.6
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 6: Masters of Marketing

Other videos in this section include:
🎬 Estée Lauder: The Mother of Modern Marketing https://youtu.be/fqMCHag_Cek
🎬 Philip Kotler: The Father of Modern Marketing https://youtu.be/H803ZGXy69Y
🎬 Jean-Claude Larréché and Marketing Momentum https://youtu.be/hdnhOOMhL8M
🎬 Seth Godin: Powerhouse of Marketing Ideas https://youtu.be/dkWYPBkB7UI

Marketing Myopia https://hbr.org/2004/07/marketing-myopia
Theodore Levitt argued that corporations should not think of themselves as producers of goods or services, but as ‘buyers of customers’.

The Marketing Imagination https://geni.us/8xGPAQ
Levitt defines the corporate purpose as: ‘to create and keep a customer’
So, marketing must pervade a company’s strategy and balance its focus on production and operations.

Theodore Levitt’s Marketing Matrix
Levitt introduced a marketing matrix, that charts a company’s inward ‘company orientation’ against its outward ‘customer orientation’, with the ideal at the top right.

The Industrialization of Service https://hbr.org/1976/09/the-industrialization-of-service
We need to apply the same rigor of repeatability, monitoring, and quality control to customer services, as we do to operations.

Levitt also introduced the now-commonplace concept of ‘Relationship Marketing’ – the activity designed to keep customers and extend your relationship with them. This has, of course, spawned the whole discipline (and software market) of CRM: Customer Relationship Management – https://youtu.be/Lb5VZR9phgs

The Globalization of Markets https://hbr.org/1983/05/the-globalization-of-markets
Levitt argued that the two ‘vectors’ of technology and globalization would shape the world. Technological advances would drive marketplace changes towards global uniformity. To survive and outcompete rivals, corporations need to harness the efficiencies of standardization. These outweigh the desirability for customers of local customization in a competitive sense.

This position got Levitt into a debate that we describe in our video about the other towering figure in twentieth-century marketing, Philip Kotler https://youtu.be/H803ZGXy69Y

1. To what extent does your organization act as if its main purpose is to create and keep customers? (2 MC CPD Points)
2. Where would you say your organization sits on Levitt’s marketing matrix? And why – what is your evidence? (3 MC CPD Points)
3. How much has your organization moved towards globalization or localization? Where on this spectrum would you argue it should move to, and why? (3 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 10 MC CPD points

00:00 – Theodore Levitt
00:45 – Marketing Myopia
01:18 – The Marketing Imagination
02:30 – Levitt’s Marketing Matrix
02:55 – The Industrialization of Service
03:21 – Theodore Levitt and CRM: Customer Relationship Management
03:52 – The Globalization of Markets
05:23 – Levitt vs Kotter: The debate with Philip Kotter
05:49 – Levitt’s Contribution

#Marketing #ManagementCourses #TheodoreLevitt


Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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