Question: How Can A Company Overcome A Marketing Myopia?


How do companies overcome marketing myopia?

Marketing myopia was a term coined by Theodore Levitt in the 1960s to describe how companies go bust by focusing on the product, and not the customer need. Rather than being blinded by the mantra of “we make cars”, the company is thinking laterally: “we help people move”.

What are the causes of marketing myopia explain with examples how companies have overcome short sightedness in marketing of products and services?

Marketing myopia strikes in when the short term marketing goals are given more importance than the long term goals. Some examples being: Giving importance to just one aspect of the marketing attributes without focusing on what customer actually wants. Not changing with the dynamic consumer environment.

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What should companies consider if they wish to avoid marketing myopia?

What should sellers consider if they wish to avoid marketing myopia? Sellers should consider the particular benefits and experiences desired by their customers, and not just pay attention to the specific products they offer.

What is marketing myopia in marketing management?

What is marketing myopia? It’s a theory that states companies focus on their needs and short term growth strategies. They neglect the needs and wants of their customers and fail as a result.

Is Marketing Myopia good or bad?

Marketing Myopia becomes very important if a company understands it. Sometimes there is too much focus on selling in the short term that they stop understanding the consumer behavior especially the needs of the customer. The company needs to research what product they can make and which need they want to compete for.

What is strategic myopia?

Strategic myopia is a condition in which the management of a business can see clearly those things that are to take place in the short term, but have only a fuzzy view of what their future might be over the longer term.

How can we avoid marketing myopia with example?

How to Avoid Marketing Myopia

  1. Have a clear vision. How can this product or service make a difference now and in the future?
  2. Put the customer before the product.
  3. Do the marketing first.
  4. Don’t stop the marketing.
  5. Watch the competition.
  6. Diversify your products or services.
  7. Experiment.

What is the new marketing myopia?

The “ new marketing myopia ” occurs when marketers fail to see the broader societal context of business decision making, sometimes with disastrous results for their organization and society.

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What do you mean by market myopia?

‘ Marketing myopia ‘ is a term coined by Theodore Levitt. 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.

What are causes of marketing myopia?


  • Companies assume they are in a Growth Industry.
  • Companies believe there are no Competitive Substitutes.
  • Failure to Consider the Requirements of the Consumer.
  • Focusing more on Products and not on Customers.
  • Failure to Consider Changing Consumer Lifestyle in the Digital Age.

What is competitor myopia?

Companies suffer from “ competitive myopia ” when they define their competition too narrowly and acknowledge only direct and immediate competitors.

What is marketing myopia What are the short and long term implication for business in this situation?

The short and long term implications in marketing myopia is that the strategies used by the companies are focused in resolving short term goals and they over look the long term goals of the company that defines the vision and mission of the company and they fail to monitor the market changes.

What is the relationship between marketing concept and marketing myopia?

Unlike the marketing concept, marketing myopia focuses on the immediate needs of the company and ignores the consumers’ tastes and preferences (Johnston, 2018). Marketing myopia sets in when an entity’s focus is on increasing the sales volume rather than knowing the needs of their customers.

Who gave the concept of marketing myopia?

The term was coined by the late Harvard Business School marketing professor, Theodore Levitt, in a 1960 article by the same name (republished in 2004).

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Why is marketing myopia bad?

If your business is affected by marketing myopia that means your management is very poor. You will need to improve your management. A good product does marketing itself, so instead of focusing on selling, focus on your product to meet your customers need. Nokia losing its marketing share to android and IOS.

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