Essay about Marketing Myopia

Marketing Myopia is the short-sighted approach of management of focusing on a particular product and not identifying the correct industry the organization is in. (Levitt, 1975) In essence it implies that organizations should not define their business based on their products and should attempt to identify the business based on customer centric evidence. Organizations need to focus on customer wants and use customer centric evidence forming strategic decisions.

BUS 475 Week 2 Knowledge Check 1. Compared with other approaches to business, the marketing concept is distinct in that it  focuses on sales  produces new products and services  creates a broad assortment of products  focuses on satisfying customers' needs 2.

Marketing Concept The marketing concept can be defined as the idea that an organization should strive to satisfy the needs of customers, while also trying to achieve the organization’s goals.1 The marketing concept is about matching a company 's capabilities with customer wants. This matching process takes place in what is called the marketing environment. Businesses have to take into account their competitors, as well as changes in the political, economic, social and technological environment. The before mentioned factors must be taken into account as an organization tries to match its capabilities with the needs and wants of its target customers. An organization that adopts the

The overall concept of marketing is a management philosophy according to which a firm 's goals can be best achieved through identification and satisfaction of the customers stated and unstated needs and wants. Companies should identify the needs of their customer and produce products and

In contrast to both there is Sales Orientation, (Dunnett, 2014) which would be defined as focusing on the selling of the product. This prioritizes the selling of the product above the customers’ satisfaction. This orientation relies on the sales team in the pushing of the product or service using aggressive sales techniques to achieve high profits. Here the assumption that sale prices that are high in value equate to substantial profit. In comparison with customer orientated corporations where the customers’ needs and wants are met, the firm will focuses a lot less on the satisfaction of the customer as it is presumed that high value equals satisfaction. So the customer will get high value but that might not necessarily be what the customer is looking for. This is where the sales teams’ responsibility lies; they need to sell using aggressive sales techniques. Cold calling about PPI (PPICLAIMSADVICE, 2014) claims would be an example where a service is promoted for free to claim money for you, the value lies in the fact it’s free but it’s a service not many people need. If they fail to see what the customer wants it’ll in the long term ultimately lead to customer dissatisfaction, loss of customer, loss of profit, and Leading the firm ultimately to bankruptcy.

The main thing behind marketing in a business is finding the customer’s needs and produce the product/ services to satisfy their needs, this way the customer can choose what they would want included in their product/ service. A business that follows this rule is market-orientated.

Q1. Identify three key characteristics of the marketing concept. A. Marketing is very important and a key concpet in creating a succesful business. "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitabily". The marketing concept states that success is achieved by identifying needs and wants of the target market satisfying them better than competitors.

In “Marketing Myopia” by Levitt, the author believes that a corporation is successful because of mass production and not because of marketing. Though he states that industries are product oriented and not customer oriented, he believes that companies should not heavily lean towards mass production, instead the plan of production should reflect the needs of the consumers. In other words, they should focus on the customers, not the product. To back

In business, there is more to being successful and achieving organizational success than having products or services at reasonable prices. Many companies underuse marketing as one of their business functions. Alternatively there are many companies that have been successful because of the effective use of

of the understanding of marketing in regard to understanding the needs of their customers which may be seen

The article of marketing myopia was written by the Theodore Levitt in 1960. He explained how different organizations had myopia towards understanding customer needs and completely forgot to put the customer at the forefront. Most of the organizations adapted themselves to become customer centric rather than product specific. I'll briefly explain how the different sectors behaved indifferently and my agreement and disagreement on it.

The Marketing Concept The marketing concept has evolved over the last years, marketing reflects to a key approach to doing business. An organisations objective is to make profit, to do this they have to consider the marketing concept, in order to satisfy customers. For an organisation to be successful should divert its attention away from particular products and towards the interest of the customers. Customers changing their needs and wants influence an organisations strategies and plans. Meeting customer’s needs is the main key in marketing.

The concept of marketing has evolved over time. Whilst in today’s business world “the customer is king”. In the past this was not the case, some businesses put factors other than the customer first. Product focused companies define themselves by their products. For example Kodak originally defined its self as being in the photo processing business. This definition impact the culture of the company in a way that hamstrings thinking and creates impediments for action. When the shift to digital cam Kodak resisted this because of the impact on its “products photo processing”.

Societal Marketing: The marketing idea that they first asses the needs of their target market and then attempt to directly attack the market than

Article 10: Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm