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Marketing Myopia - Essay Example

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Marketing Myopia

Therefore, an efficient marketer would carefully plan and adopt strategies which are customer oriented and would try to build profitable customers relationships. In this article, the author says that marketers today focus on production and selling rather than adopting customer oriented strategies. He urges marketers to concentrate on their industries and plan their activities strategically in order to remain competitive. He also tries to motivate the marketers to study the needs of the customers to make profitable customer relationships. The main focus of this article is on providing customer value and following a customer oriented approach. The article revolves around the customer oriented approach as presented 52 years ago but can still be applied to the modern world approaches these days. In this article, the author portrays that a lot of businesses in many industries have been declining or going through the declining stage, not because of saturation of the market but because of the shortcomings of the management. The main setback is the inability of managers to concentrate on customers and find current customer needs. ...
In order to find current customer needs and wants, marketers need to carry out effective marketing research and provide only those goods and services which are actually wanted by the customers. The author gives the example of the railway business and the reasons for its decline. He explains that the railroad business concentrated on their railways instead of the benefit of transportation that it provided. Other industries were able to take away their customers not because the demand for transportation decreased (it actually increase), but because the railway business itself gave other s the opportunity of taking away their customers. The author states that the main reason for their decline was that they were product oriented instead of being customer oriented. Another example was of the Hollywood industry which concentrated on the movie business instead rather than providing entertainment to the viewers. This gave way to TV which was customer oriented and providing true entertainment to the viewers. These examples give a clear indication that being product oriented can prove to be very harmful for the company as a whole and may even force it to go out of business. There are hundreds of such examples that we see everyday and therefore, marketers as well as managers should make sure that the business adopts those strategies which are customer oriented instead of being product oriented. The main purpose of these examples is that the author wants to show the managers and marketers that a single approach of whether being product oriented or market oriented can affect their entire organization and it disregards all the other plans and work done by the management. If the marketer`s main focus is on the product and its attributes rather than on the customer and his ...Show more

Summary

Name: Subject: Marketing, Essay Topic: Marketing Myopia Date: Marketing Myopia Marketing myopia is an article written by Theodore Levitt who was a marketing professor at Harvard and has also published other articles on this subject. In order to clearly understand the approach used by this author, we need to understand what the term marketing myopia actually is…
Author : lbernier
Marketing Myopia essay example
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