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selling myopia - Presentation Transcript 1. market MYOPIA 2. WHAT IS MARKETING MYOPIA? * SUSTAINED GROWTH DEPENDS ON HOW BROADLY YOU put YOUR BUSINESS- * AND HOW CAREFULLY YOU GAUGE YOUR CUSTOMERS NEEDS. 3. Marketing shortsightedness * Marketing myopia according to Theodore Levitt is the short sightedness , delineate view of marketing and its environment. * He encouraged the companies to shift the force field definition from product to the market focus. 4. Value & Satisfaction * If feat is lower than expectations, cheer is low * If performance is higher than expectations, satisfaction is high Marketing Myopia - Presentation Transcript 1. Marketing myopia * By Daniel Adidwa 2. Marketing myopia the name given to the possibleness that some organizations ignore the fact that to be successful, the wants of customers must be their central consideration. (http://dictionary.bnet.com/definition/marketing+myopia.html ) 3. Symptoms * Comments such as: * They piss nothing on us * That could never happen to us * We are our own competitors * Customers love our product or serving regardless of what happens 4.

Successes * Coca Cola is a sizeable sheath of which marketing and management myopia is absent. * Coca Colas diversification into the bottled water market. * Product: a feel good thirst quencher and commodity : a soft drink . 5. Failures * Kodak subscribe company is a great example in which marketing myopia was present. * Kodak did not view Sony, an electronics company, as a effectiveness competitor. * Product: capturing moments and commodity: film 6. Modern day relevance * We live within a society that is: * Fast paced * Continously evolving * Consumers want instant gratification * Companies either have to evole and accommodate consumers need... If you want to reach a full essay, order it on our website: Orderessay

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