The Relationship between Marketing and Marketing Myopia

The Relationship between Marketing and Marketing Myopia

Different organizations have different ways of defining the concept of marking based on their operations scales. Small organizations do not have separate departments of marketing but in prominent organizations, there are separate sales and marketing departments each with different functions. (Dwivedi, 2017). The concept of marketing can be deafened as the ethos of selling and promoting products and services. It also means a set of institutions, or activities for communicating, creating exchanging, and delivering services and products that are of value to the customers, partners, clients, and society. The concept of marketing and marketing myopia is related in such a way that marketing myopia takes the limited view of marketing which focuses on business needs rather than the prospects.

The term marketing myopia was initially expressed in Harvard’s business review article published by Theodore Levitt. It is an inward-looking and shortsighted marketing approach that concentrates on satisfying a business’s immediate wants rather than concentrating on marketing from the consumer’s viewpoint. According to Levitt, businesses should do better than just focusing on marketing their products (Gallo, 2016). Marketing myopia is also a narrow-minded approach to a company’s marketing management. One of its major causes is when companies assume that they are in a growth industry. Another cause is the failure of a company to consider consumer requirements and the changing consumer lifestyles. Others focus more on the products rather than consumers. Consumers and products are significant marketing concepts that can lead to marketing myopia if companies do not use them most appropriately. To avoid marketing myopia there is a need to design consumer-oriented techniques.

There is a significant relationship between marketing and marketing myopia. Organizations use the marketing concept as a way of satisfying customer’s needs, maximizing profits, and beating the competition. This means that consumers are the main driving force of organizations along with their business operations. Companies make decisions according to the needs of consumers and the techniques used by their competitors (Ralston, LeMay & Opengart, 2017) In contrast to the concept of marketing, marketing myopia pays attention to the immediate organizational needs while ignoring the preferences and tests of the consumers. It sets in when the focus of the organization is to increase the volume of sales rather than understanding the needs of consumers. The concept of marketing has five principles including product, production, marking, selling, and the concepts of societal marketing. Marketing and marketing myopia is connected through the concepts of product marketing and selling.

Product innovation is a concept of marketing that can significantly lead to marketing myopia. This happens when the product is not consumer-centric. If a company’s product development team individuals love the product, the company needs to ensure that the improvements made on products are demanded by the consumers and are designed to appeal to the target customer base (Gallo, 2016). In the contemporary world, people need to be entertained, live healthy lives, replenish their bodies, consume healthy foods and wear trendy clothes. Companies should always focus on products that meet the needs of the consumers. This will significantly help in reducing marketing myopia.

In conclusion marketing and marketing, myopia is two important concepts in business that are related through different aspects. Marketing focuses on delivering goods and services to the consumers while marketing myopia focuses on fulfilling the immediate needs of the company rather than consumers. Companies are likely to suffer from marketing myopia if it views marketing from the viewpoint of selling a product rather than fulling consumers’ needs.



Dwivedi, A. (2017). Assessment of Myopia in Cause Related Marketing. ABS International Journal of Management, 5(2), 1- 122.

Gallo, A. (2016, August 22). A Refresher on Marketing Myopia. Harvard Business Review.,often%20blind%20to%20the%20future.

Ralston, P., LeMay, S., & Opengart, R. (2017). Factor market myopia: a driver of factor market rivalry. Transportation Journal56(2), 167-183.


Homework Essay Paper Writers
Calculate your order
Pages (550 words)
Approximate price: -

Why Choose Us

Top Quality and Well-Researched Papers

Top Quality and Well-Researched Papers

We always confirm that writers follow all of your instructions precisely. you'll choose your academic level: highschool, college/university or professional, Your order will be assigned to a writer who possesses a respective degree.

Highly Experienced Paper Writers

Highly Experienced Paper Writers

Our team of professional academic writers has years of vast experience in academic writing, research, and formatting. So you can always be sure that your project is in safe hands.

Free Revisions Essay Writing

Free Unlimited Revisions

If you believe we missed something, feel free to send your order for a free revision. After receipt of the final document, You have 10 days to submit the order for review. A revision can be submitted by logging into your personal account or by contacting our support team.

Timely Assignment Delivery

Timely Delivery and 100% Money-Back-Guarantee

We ensure that all papers are always delivered on the expected time. In any case, if we require more time to polish your paper, we may contact you regarding the deadline extension. In case you are not in a position to allocate additional time, a 100% order refund is guaranteed.

Plagiarism free custom writing

Plagiarism free & Confidential

As part of our quality assurance process, we use several writing tools and checks to ensure that all documents you receive are 100% unique and original.Each paper undergoes careful review by our editors to deliver plagiarism free essays. We also guarantee maximum confidentiality in all of our services.

Real time chat essay writer

Real time online chat with your writer

Our writers and support agents are available 24 hours a day 7 days a week to assist you. We are committed to providing you with top-notch customer experience. Chat with us anytime.

Try it now!

Calculate the price of your order

Total price:

How it works?

Get your paper done in these simple steps

give essay topic

Give your requirements

Fill in the order form and tell us about your assignment, instructions and deadline

pay for essay

Proceed with the payment

Choose your preferred payment method and the writer will start writing your custom paper.

download custom essay

Download the final file

Once your high quality custom paper is ready, we will email it to you.

Our Paper Writing Services

We are here to ensure you dont get stuck with your coursework and assignments. Focus on your hobbies and enjoy some quality leisure time as we write your paper. You can trust our kinds of writing services.

essay writing service essay helper


Essay Writing Service

Stuck with an essay assignment? Making an admission application? We specialize in writing high quality and engaging personal statements as well as application essays. Our professional academic essay writers are experts in writing 100% original essays according to order specifications. From compositions, creative writing to literary analysis we've got you covered.

professional assignment Help assignment writer


Professional assignment Help

Your routine homework and academic assignments are completed on time and at affordable prices. Submit your assignments and the respective subject matter expert will get it done within no time and painlessly. Better grades will be yours without any stress at all!

research paper writing service english essay writer


Research and Term Papers

Every member of our dynamic essay writing team is an expert in academic research. They are all well versed with APA, MLA, Chicago, Harvard citation formats. Your research paper gets to you fully formatted and ready to be submitted. The research involved in writing your paper is always 100% original. This is part of our commitment to provide you with papers free of plagiarism.

custom writing academic writer

Custom Writing

Custom Writing Services

Our highly experienced business, nursing, and psychology writers are true professionals with vast prowess at delivering outstanding work in a wide range of fields. You dont have to worry about Short deadlines anymore. Just give us the instructions and you'll receive your custom paper ASAP! We have fully qualified, full-pro writers on stand by to assist you.