MARKETING MYOPIA ???

This Concept Was First Discussed By Theordore Levitt.

Short sighted and inward looking approach to marketing that focuses on the needs of the firm instead of defining the firm and its products in terms of the customers need and wants.

Causes of Marketing Myopia

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Narrow minded approach to marketing situation where only short ranged goals are considered. Product oriented rather than customer oriented. Stepchild treatment to marketing. Selling focuses on needs of the seller, marketing on the needs of the buyer. Excessive focus on Research and Development.

Impact Of Myopia
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Short sightedness affects the mission in vision of the company. Growth get checked. Uncertain future.

Affected Industries.
Dry cleaning industry y Hollywood y Railroads y Grocery stores y Petroleum industries
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How to Prevent Myopia?...

Customer Orientation Focus on customer rather than on product. y Focus on Marketing y Looking for future opportunities. y Retention of existing customers.
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Conclusion
Focusing on the customers satisfaction and needs, the industry has to re-innovate its mission, vision and goals.

Diagrammatic Representation

Customers Satisfaction

Product Success

Industrial Leadership

Organization's Survival

Reference
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Kotler, P. and Singh, R. (1981) Marketing Warfare in the 1980s, Journal of Business Strategy, Winter 1981, PP.30-41 Steiner, G.(1979) Strategic Planning: What every manager should know, The Free Press, New York, PP.197

Marketing myopia
Short sighted and inward looking approach to marketing that focuses on the needs of the firm instead of defining the firm and its products in terms of customers needs and wants.
(http://www.answers.com/topic/marketing-myopia)

Symptoms
Comments such as:

They have nothing on us That could never happen to us We are our own competitors

Customers love our product or service regardless of what happens They will buy whatever we will sell to them

Successes

Pepsi-Cola is a good example of which marketing and management myopia is absent. Pepsi-Colas diversification into other markets.

Product:

a feel good thirst quencher and commodity: a soft drink.

Failures
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Kodak film company is a great example in which marketing myopia was present. Kodak did not view Sony, an electronics company, as a potential competitor. Product: capturing moments Commodity: film

Causes
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Shadow of obsolescence Population Myth Production Pressures Dangers of R & D

Lessons we can learn

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Companies need to know the difference between a product and commodity. Product: what a customer feels about your business. Commodity: A commodity is anything for which there is demand, but which is supplied without qualitative differentiation across a market. (en.wikipedia.org/wiki/Commodity)

Modern day relevance

We live within a society that is: y Fast paced y Continuously evolving y Consumers seek instant gratification y Competition is rife y Companies either have to EVOLVE and ACCOMMODATE consumer needs OR DIE

We need unconventional management

Conventional management is a symptom of marketing and management myopia because the system in which managers are groomed is indiscriminant of whom it captures and whos mind it handicaps by restricting their thinking to tried and tested thought processes.

Avoiding Marketing Myopia

In conclusion
The problems that exist in the world today cannot be solved by the level of thinking that created them. - By Albert Einstein y To ensure continued growth for your company, concentrate on meeting customers needs rather than selling products
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