MARKETING

MANAGEMENT

by

Precision
MARKETING MYOPIA

 MYOPIA

 MARKETING MYOPIA

 HISTORY
What Is
MYOPIA?

* Short
Sightedness
MYOPIA IN MARKETING
 Short sighted and inward looking approach to marketing
.
 Self-centered firms fail.
 Eventually Falter
 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'
needs and wants. Such self-centered firms fail to see and
adjust to the rapid changes in their markets and, despite
their previous eminence, falter, fall, and disappear.
MARKETING MYOPIA
Failure to define

Railways:
Fail to recognize the challenge.

Necessary To Define Needs of the

Consumer.
HISTORY OF MARKETING
MYOPIA
Concept Discussion: 1960

Harvard School
Of Business.

Theodore C. Levitt

Bottom line:
"What business
are we in?"
MARKETING MYOPIA
MYTHS
Population Myth

No Substitute

Production Pressure

Threat of R & D
IDEA IN BRIEF :
 What Business Are you really in?

 Du Pont (Not Affected)

 Railway (Affected)
(Party)
GREEN MARKETING
MYOPIA

Lack Of Credibility

Consumer’s Behavior

Poor Implementation
 INTRODUCTION
Why Green Marketing ?
◦ Resources less (Humans wants more)
◦ Inevitable.

3 phrases of Green Marketing :

◦ Ecological
◦ Environmental
◦ Sustainable
 GREEN MARKETING

 3 keys to Success :

◦ Be genuine.
◦ Educate People.
◦ Allow Practise.

“BUILD GREEN TODAY FOR

HEALTHIER TOMORROW”
MARKETING MIX OF GREEN
MARKETING

4 P’s : Product, Place, Price,Promotion

buttered by additional 3 P’s:

Profits, Planet, People.

Product:
Nike – Air Jordan Shoes
PRICE :

Walmart :
Save money
Live Better
Place :
◦ Natural ventilation
◦ Energy efficient
◦ Healthy environs
◦ Natural light
SWOT ANALYSIS

STRENGTH

THREATS WEAKNESS

OPPORT-
UNITIES
GREEN & SOCIAL MARKETING
LINKAGE :
Socially Responsible Marketing
Introduction :
Awareness among Consumers

Issues and Values of Society

Desirable Products

Best Interest of Society

Present and Long term

Importance
Goodwill

Brand awareness

Socializing of corporate messages

Boost in sales

Stronger, more sustainable and responsive

brands.
Examples
Alcoholic Drinks

Idea Cellular

Tata Tea
 GO GREEN
MARKETING