For matrix $A$ let $\lambda$ be eigenvalue corresponding to eigenvector $v$.
$$Av = \lambda v = \frac{c}{1} \lambda \frac{1}{c} v = \mu \frac{1}{c} v,$$
where $c$ is some real number. It is clear that if $c \neq 1$, then $\mu \neq \lambda$. This would imply that the eigenvalue can be any real number and it is only the direction of $v$ that matters? Without normalization we could not talk about the greatest eigenvalue?
EDIT: $$\mu \frac{1}{c} v = \mu u = Av = cAu$$ thus $Au \neq \mu u$, if $c \neq 1$.