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.

 

References

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. https://hbr.org/2016/08/a-refresher-on-marketing-myopia#:~:text=What%20is%20marketing%20myopia%3F,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.

 

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