Um gênio do marketing

Theodore Levitt, em seu famoso artigo, o clássico “Marketing Myopia” de 1960, chama a atenção para um fato até hoje, entre nós, muito pouco levado em conta, pelo menos coinscientemente . Ele considera Henry Ford, o criador da indústria automobilística, um gênio do marketing e, não, um gênio da produção, como é comumente citado.

“…Ford foi ao mesmo tempo o mais brilhante e o mais insensato negociante da história dos Estados Unidos. Foi insensato porque se recusou a dar aos fregueses qualquer coisa que não fosse um automóvel preto. Foi brilhante porque idealizou um sistema de produção destinado a atender às necessidades do mercado. Em geral nós o homenageamos por um motivo errado: seu gênio em matéria de produção. Na realidade, ele era um gênio em marketing. Acreditamos que ele conseguiu reduzir o preço de venda e assim vender milhões de automóveis a 500 dólares cada um graças à sua invenção da linha de montagem, que diminuía os custos. Na realidade, ele inventou a linha de montagem porque concluíra que, a 500 dólares por unidade, ele poderia vender milhões de automóveis. A produção em massa foi o resultado e não a causa dos preços baixos.”

Theodore Levitt

O importante desta constatação é que ela nos remete, com muita precisão, para onde está o “x” da questão: o mercado como fim e a produção como meio para atingi-lo. Não são poucas as empresas que “esquecem” isso e se vêem em situação difícil quando, mesmo contando com capacidade produtiva muito boa (máquinas, instalações, rotinas sistematizadas…), são atacadas por concorrentes mais rápidos ou ousados.
Já se tornou lugar comum dizer que o maior patrimônio de uma empresa é a sua carteira de clientes (reais ou potenciais) mas, na prática, essa verdade é muito menos considerada do que deveria. O próprio Levitt alerta, falando dos EUA: “Ford salienta constantemente este ponto, mas uma nação de administradores de empresas orientados para a produção se recusa a aprender a lição que ele deu“.
Nós não precisamos repetir erros já detectados e devemos aprender com eles. O marketing vem antes da produção, sempre.

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