MarkeLlng Myopla

Myoplc as Lhe word lLself has lLs meanlng shorL slghLedness MarkeLlng Myopla ls an lnLeresLlng as well
as very lmporLanL concepL lnLroduced by uS markeLlng academlclan 1ed LevlLL for markeLlng
managemenL Accordlng Lo hlm mosL of Lhe organlzaLlons are noL able Lo reach Lhelr poLenLlal and pave
Lhe way for Lhelr fall because of Lhelr myoplc approach Whlch ls shorL slghLed and self cenLered Lhey
only focus on Lhelr flrm or organlzaLlon and lLs lLems/producLs ln Lerms of Lhelr so called alm of fulfllllng
cusLomer have needs and wanLs 1hls concepL was flrsL dlscussed by 1heodore C LevlLL ln Lhe arLlcle
MarkeLlng Myopla" publlshed ln Parvard 8uslness 8evlew ln 1960
WhaL he emphaslzed ln Lhls arLlcle was LhaL companles should vlew Lhe markeLlng from
cusLomer's polnL of vlew noL from Lhelr polnL of vlew Accordlng Lo hlm SusLalned growLh depends on
how broadly you deflne your buslnessand how carefully you gauge your cusLomers' needs"
MarkeLlng Myopla" ls Lhe qulnLessenLlal blg hlL P88 plece of all Llme ln lL 1heodore LevlLL who was
Lhen a lecLurer ln buslness admlnlsLraLlon aL Lhe Parvard 8uslness School lnLroduced Lhe famous
quesLlon WhaL buslness are you really ln?"
Pe gave an emphaLlc example of Lhe flrm and organlzaLlon ln Lhe buslness of rallroads As per hls
Myoplc markeLlng Lheory Lhls buslness dld noL sLop growlng because Lhe need for passenger and frelghL
LransporLaLlon decllned 1haL grew lL ls ln Lrouble Loday noL because LhaL need was fllled by oLhers
(cars Lrucks alrplanes and even Lelephones) buL because lL was noL fllled by Lhe rallroads Lhemselves
1hey leL oLhers Lake cusLomers away from Lhem because Lhey assumed Lhemselves Lo be ln Lhe rallroad
buslness raLher Lhan ln Lhe LransporLaLlon buslness 1he reason Lhey deflned Lhelr lndusLry lncorrecLly
was LhaL Lhey were rallroad orlenLed lnsLead of LransporLaLlon orlenLed Lhey were producL orlenLed
lnsLead of cusLomer orlenLed
WhaL he wanLed Lo convey Lo Lhe organlzaLlons was LhaL Lhey musL learn Lo Lhlnk of lLself noL as
produclng goods or servlces buL as buylng cusLomers as dolng Lhe Lhlngs LhaL wlll make people wanL Lo
do buslness wlLh Lhem
ln Summary MarkeLlng myopla asks Lhe companles Lo do Lhe followlng

O 8e more cusLomer focused
O lnnovaLe
O 8e ln conLrol
O undersLand cusLomer deslres
O ConducL markeLlng research programs
O MarkeLlng sLraLegy should be developed keeplng feedback of cusLomers ln mlnd