MARKETING MYOPIAPRESENTED BY -GROUP B-4 ( MBA II – DIV:B )

What is meant by marketing myopia ?

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.

- Theodore Levitt

Marketing myopia is a narrow minded approach to marketing situation where short range goals are conceder marketing focus on only one aspects ( most of product or service which company sell ) of many possible attributes .

Causes of marketing myopia

Company thinks its growth is guaranteed by expanding population .

Believe there is no competitive substitute . Mass production thinking Focusing on product rather than customer . Lack in innovation . No considering change in changing consumer lifestyle .

Impact of myopia

Short sightedness affect the mission of company .

Growth get checked .

Uncertain future .

Affected industries

Hollywood

Railways

Grocery stores

Petroleum industries

Failed companies in market myopia –

Kodak

Maruti gypsy

Succeeded companies without market myopia –

Apple

Nike

How to prevent myopia Customer orientation

Focus on marketing research programme

Be in control .

Be innovative .