Every marketer should read two of the classics of marketing literature:  Theodore Levitt’s “Marketing Myopia” and Regis McKenna’s “Marketing is Everything.”  David Aaker’s  “Be the Exemplar” adds to these ideas.

Assignment

  • Read each of these articles listed above

  • Briefly summarize Levitt’s article.

  • Briefly summarize McKenna’s article.

  • Briefly summarize Aaker’s article.

  • What, if any, are the common themes between these three articles?  If you feel there are no common themes, or if the themes are not universally shared, please explain.

  • What is the relationship of these themes to strategy development by B2B companies?  Be specific to the B2B environment in your analysis, using examples (from the articles, personal experience, class examples, your business reading, etc.) to illustrate your points.

Format

Answer the questions above in nor more than four pages, double spaced in 12-point font with one-inch margins.  If you quote or use information from one of the articles or from another source, please cite it.  If you use outside sources (not required, but if you do use anything for an example or other reason), please cite appropriately and include a bibliography.  Note that I do not need a bibliography if all you used was the three articles required by the assignment.

Grading

Question

Grading Weight (%)

1

15

2

15

3

15

4

20

5

25

Style*

10

Total

100

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