Saturday, January 9, 2010

Marketing Myopia

Marketing Myopia is narrow minded approach to a marketing situation where only short-range goals are considered or where the marketing focuses on only one aspect out of many possible marketing attributes.
Marketing Myopia is the failure to define an organization's purpose in terms of its function from the consumers' point of view. For example, railway companies that define their markets in terms of trains, rather than transportation, fail to recognize the challenge of competition from cars, airlines, and buses. It is therefore necessary to define the needs of the consumer in more general terms rather than product-specific terms.

3 comments:

syed hassan raza said...

Some bookstores think that consumers only want to buy books and they do not concentrate on the store's layout and appearance. Whenever I visit a bookstore, I derive more satisfaction from the experience of buying a book rather the book itself. So, the bookstores which provide me with that experience, I visit those stores again and again. So, those bookstores that focus on only the books are also indulging in marketing myopia.

Syed Ahmad Hashmi said...

This can prove to be a blunder made by any marketer nowadays because focus should always be on the benefits and experience from a particular product for effective future strategy making and long run profitability.
Nice addition. Keep it up.

zeenat hassan said...

Hassan here i have my point that people always go for that shop which is convenient for them means near to there homes.e.g .if i am getting the same book from my near bookshop weather its appearance appeals me or not i will prefer to buy it from my near store rather than from that bookshop which is more well furnished but is far away.