Marketing Myopia

Marketing myopia is an advertising strategy that does not focus on the needs and wants of consumers, but the desires of a company to sell specific goods or services in the economic market. Classic economic theory attempts to explain that consumers will tell companies the type of goods and services desired through the economic behavior demonstrated by individual consumers. Companies can benefit from this behavior by actively researching how consumers are spending their money and what goods are services are currently popular in the economic market. Marketing myopia can distort the companys view when managers focus more on what the company can produce rather then what consumers are willing to buy. A classic example of marketing myopia is seen by Ford Motor Companys development of theEdsel. The Ford Edsel was a late 1950s model passenger car built under the marketing strategythat it was going to revolutionize the automotive industry. The car was designed with the intent of being a large, stylish vehicle that would meet the driving needs for thousands of U.S. consumers and families. Although the Edsel was released with much

fanfare and publicity from marketing agencies and media outlets, it was an almost immediate failure in the consumer market. While reviews at the time cited the vehicles poor workmanship and styling, business experts have attributed the failure to marketing myopia and a failure to understand consumer desires. The name Edsel is now a business term synonymous with business or marketing failure.

Societal Marketing
The societal marketing concept holds that the organizations task is to determine the needs, wants, and interests of a target market and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well-being. [3] Therefore, marketers must endeavour to satisfy the needs and wants of their target markets in ways that preserve and enhance the well-being of consumers and society as a whole.[4] The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be

suitable in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being. Various attempts to define the objectives of societal marketing have been noted[5], such as :

"Social Responsibility implies that a business decision maker... is obliged to take actions that also protect and enhance society's interests. "Business has the responsibility to help [the consumer] .... It s the duty of business to promote proper consumption values. "Business leaders are mandated to adopt roles of leadership in the advancement of our society to new levels of moral conduct.

Holistic Business Marketing

Holistic Business Marketing is a new paradigm in marketing. It does not focus on marketing one area of businesses, like holistic businesses only, but is a concept of marketing that strives to be an inclusive service which offers multi layered

marketing to best allow for profitability of the company and alignment of the owners and employees with their values. Taking a holistic view of marketing means looking at the business, and the owners/employees, as a whole to determine how to integrate the parts of the business into a coherent marketing strategy. Even a business owned and operated by one person will have many parts to the system. Holistic business marketing will look at how the parts fit into the greater whole to determine the best approach for marketing any product or service. Holistic business marketing is especially fitting for small business owners because a truly holistic approach will look at the values, passions, niche specialties, and ideals of the business owner and the employees. This multi-faceted approach ensures that the marketing strategy aligns with the products or services offered while also emphasizing the values, energy and tone of the people behind those goods or services. The end product is a consistent and organized marketing strategy that allows the spirit of the people in the business to shine through.

To be truly holistic, the marketing approach should address all appropriate venues to get the word out about the business, while keeping the strategy aligned with the values of the people involved with the business. These venues should include all traditional marketing approaches, as well as internet marketing, social media marketing, search engine optimization for the business website, and relationship marketing. Marketing traditionally focuses only on the product or service being offered and ignores the human aspect of the business and the creators of the product or service. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.[1] Holistic marketing takes this a step farther and, as mentioned above, it looks at the values, passions and ideals of the people in the business to create a marketing strategy effectively whole in its focus. The new paradigm of business includes marketing strategies looking at the people involved in not only buying the product or

service, but also those involved in creating, implementing, and offering/selling those as well. The people shine through in the products and services, so aligning them with the holistic strategy will help everyone feel included and invested in the success of the business.