近視眼的マーケティング

英会話の勉強で、Theodore Levitt の言葉が引用されていた。なんとなく興味を持ったので、いろいろ調べていたら近視眼的マーケティングでの鉄道の例が面白かったので書いておく。

http://www.casadogalo.com/marketingmyopia.pdf

They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business.
The reason they defined their industry incorrecty was that they were railroad-oriented instead of transportation-oriented; they were product-oriented instead of customer-oriented.

英会話の本で引用されていたのは、下の文章。

"Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller's need to convert his product into cash; marketing with the idea of satisfying the needs of the customer."