Marketing Paper: Myopia Assignment
MARKETING PAPER: MYOPIA ASSIGNMENT INSTRUCTIONS
You will write 1000 words minimum on the classic Theodore Levitt 1960 paper called
Marketing Myopia. ‘Marketing myopia’ is a term coined by Theodore Levitt. A business suffers
from marketing myopia when a company views marketing strictly from the standpoint of selling
a specific product rather than from the standpoint of fulfilling customer needs. This course is
customer-centric. This assignment supports your thinking as you prepare your seminar paper on
market disruption. As Theodore Levitt states, “Creativity is thinking up new things. Innovation is
doing new things.” Three scholarly authored references required, including the Marketing
Myopia article.
Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.
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BALB 106
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APA In-Text Citations
(Chapter 8 in the Publication Manual)1 APA style papers must give proper credit to sources paraphrased or quoted in the body of the paper. To give such credit, APA style uses the author-date method of citation. The last name of the author(s) and the year of publication are inserted into the text at the appropriate point. The table below lists some common situations students may encounter when citing sources within their papers.
Note: All examples are given in single-spaced text. In application, APA papers will use double-spacing.
In-Text Situation Example
Author in text: If you mention the author’s name in your text, put the date in parentheses immediately after the author name. Note: This is called a “narrative citation.” See 8.11 in the Publication Manual for more information on narrative citations.
Wolfe (2019) stated that inquiry-based learning helps students learn content through hands-on discovery as they explore answers to their questions.
Author in citation: If the author’s name is not mentioned in the text of the paper, put both the author and the date, separated by a comma, in parentheses. Note: This is called a “parenthetical citation.” See 8.11 in the Publication Manual for more information on parenthetical citations.
Science addresses natural phenomena, whereas engineering and technology cover the human-made aspect of society (Milano, 2013).
Author and date cited in text: No parenthetical citation necessary.
In a 1989 article, Gould explores some of Darwin’s most effective metaphors.
Two authors: Cite both names every time reference occurs in text.
1. Brothen and Wambach (2003) found that students who took two or more remedial courses were
1 Source for all guidelines: American Psychological Association. (2020). Publication manual of the American Psychological Association (7th ed.). https://doi.org/10.1037/0000165-000
Note: In example #1, notice how the word “and” is used when the authors are mentioned in the text. If the authors are cited within the parentheses (example #2), an ampersand (&) is used.
twice as likely to drop out of college.
(or)
2. Students who took two or more
remedial courses were twice as likely to drop out of college (Brothen & Wambach, 2003).
Three or more authors: For sources with three or more authors, give the last name of the first author and et al. Note: “et al.” is a Latin abbreviation for “and others.” “al.” is an abbreviation like “etc.,” so it will always end with a period.
Engineering in the preschool setting allows students to express their creativity and helpful nature by confronting them with problems while supplying them with the tools to provide a solution (Davis et al., 2017).
Secondary sources: If you read an author’s work as cited in another source, name the original work, and give a citation for the secondary source. Cite only the secondary source on the reference list. Note: Use secondary sources sparingly, for instance, when the original work is out of print, unavailable, or available only in a language that you do not understand (8.6 in the Publication Manual). APA advises finding the primary source, reading it, and citing it directly rather than citing a secondary source (8.6 in the Publication Manual).
1. Sue’s Racial Identity Development Model (as cited in Whitaker, 2004) …
(or) 2. The lack of research on ethnic
minority populations is made worse by its poor quality (Sue, 1999, as cited in Lemme, 2002).
Groups as author (8.21): Some group authors are spelled out each time they are mentioned in the text; some are spelled out the first time and abbreviated afterward. Use an abbreviation for each subsequent in-text citation if it is easily identifiable by your reader.
First mention in text: For communities and society at large to progress, engineering concepts need to be taught from the beginning of a student’s school career, an idea supported by the National Aeronautics and Space Administration (NASA, 2018).
Subsequent mentions: NASA (2018) asserts that the key to getting more engineers is to engage students when they are young.
Unknown or anonymous author (8.14) Cite in text the title and the year of publication. Use double quotation marks for the title of an article or chapter; periodicals and books are italicized. If the title is long, shorten it for the in-text citation.
Book with no author: (Interpersonal Skills, 2019) Magazine article with no author: (“Understanding Sensory Memory,” 2018) Note: These examples are taken from page 265 of the Publication Manual.
No date: Use n.d. in text and on the reference list.
In-text citation: The engineering design process for this lesson from Hand (n.d.) involves building a bridge over the stream. Reference list entry: Hand, J. (n.d.). Bridge-building STEAM
activities. Preschool STEAM. https://preschoolsteam.com/bridge- building-activities-preschoolers/
No page number (8.28):
• Provide a heading or section name (can be abbreviated in quotation marks if it is too long or unwieldly to use in full).
• Provide a paragraph number
• Provide a heading or section name in combination with the page number.
• (McCabe, 2004, Conclusion section)
• (American Society for Engineering Education, 2018, para. 6)
• (Golan et al., 2007, “Mandatory Labeling Has Targeted,” para. 4)
Citing Multiple Works (8.12): Cite in alphabetical order by authors’ surnames. Separate citations with semicolons. Works by the same author: Arrange by year of publication, earliest first.
Several studies (Brothen, 1999; McCabe, 2000; Wambach, 1998) suggest that college remediation benefits society…. Past research (Brothen & Wambach, 2001, 2005) studied the grade point averages of students who took two remedial courses in college…
Personal communication: For personal interviews or emails, cite within the paper but do not include on the reference list.
(N. Montoya, personal communication, April 28, 2021)
Note: See pages 259-261 in the Publication Manual for a full discussion of works that require a special approach to citation (e.g., lecture notes or PowerPoint slides)
Entire Web site: Whenever possible, provide citation information for a specific page or document on a Web site rather than for a home or index page. If an entire site is used for a project, include the basic name and URL for the site within the text. A citation on the reference list is not necessary.
The Purdue Online Writing Lab (OWL) provides free, reliable resources on grammar, documentation styles, and other writing issues (http://owl.english.purdue.edu/).
Direct quotes in APA style Direct quotes also require the author- date method of citation as seen in the previous examples. The difference: In addition to providing the author and date, give the page number.
Quotes under 40 words: Quotes fewer than 40 words are incorporated into the text. Punctuating a direct quote: Use double quotation marks around the quoted material; at the end of the quote, put the citation in parentheses, then, the period to end the sentence.
In an English language learning (ELL) class using an engineering design challenge, DeRomero et al. (2006) observed that “student involvement in engineering design units led to their learning valuable and transferable problem-solving skills as well as deep acquisition of science concepts” (p. 37).
Quotes longer than 40 words: Quotes longer than 40 words are set off in a freestanding block indented about ½ inch from left margin (in the same position as a new paragraph). Double-space the quote; no quotation marks are necessary. Note: The example is single-spaced for formatting reasons only; do not forget to double space within your actual paper!
Davis et al. (2017) communicated the following:
While there is no set engineering design process (EDP) that every engineer adheres to, in general, there is agreement that engineering problems are solved using an iterative process that includes background research, brainstorming, planning, the building and testing of prototypes, analysis, and redesign. (p. 5)
