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  • Marketing Myopia: Presented By: Group No:12

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    Vignesh Nayak
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    Marketing myopia is an inward-looking approach that focuses on a company's needs rather than customers' needs and wants. It can cause short-sightedness that affects a company's mission and vision, checks growth, and creates an uncertain future. Industries like dry cleaning, railroads, and petroleum have been affected by focusing on production and believing myths about their products rather than engaging customers. To prevent marketing myopia, companies should focus on customers, look for future opportunities, and retain existing customers.

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    Marketing Myopia1

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    Marketing myopia is an inward-looking approach that focuses on a company's needs rather than customers' needs and wants. It can cause short-sightedness that affects a company's mission and vision, checks growth, and creates an uncertain future. Industries like dry cleaning, railroads, and petroleum have been affected by focusing on production and believing myths about their products rather than engaging customers. To prevent marketing myopia, companies should focus on customers, look for future opportunities, and retain existing customers.

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    Attribution Non-Commercial (BY-NC)
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    32 views7 pages

    Marketing Myopia: Presented By: Group No:12

    Uploaded by

    Vignesh Nayak
    Marketing myopia is an inward-looking approach that focuses on a company's needs rather than customers' needs and wants. It can cause short-sightedness that affects a company's mission and vision, checks growth, and creates an uncertain future. Industries like dry cleaning, railroads, and petroleum have been affected by focusing on production and believing myths about their products rather than engaging customers. To prevent marketing myopia, companies should focus on customers, look for future opportunities, and retain existing customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 7

    Marketing Myopia

    Presented By:
    Group No:12
    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 the customers need and wants.
    Causes

    Population myth
    Idea of indispensablity
    Dangers of excessive focus on R&D
    Creative destruction
    Production Pressure
    Impact of myopia

    Short sightedness affects the mission in vision of the


    company.
    Growth get checked.
    Uncertain future.
    Affected industries

    Dry cleaning industry


    Hollywood
    Railroads
    Grocery stores
    Petroleum industries(population myth)
    How to prevent myopia

    Customer orientation
    Focus on marketing
    Looking for future opportunities
    Retention of existing customers
    Conclusion

    Focusing on customer satisfaction and needs


    Improvising its mission, vision and goals

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