MARKETING MYOPIA

PRESENTED BY :
GROUP 7

PRESENTED TO:
Prof. Jeevan J. Arakal
 GROUP MEMBERS…..
 ABINASH PRADHAN
 JUKSINA BEHERA
 LAGNAJIT ROUT
 MEETA KUMARI
 RAJENDRA KUMAR BARADA
 RAJ KISHOR BEHERA
 SAKET BHARTI
 SEEMA BHADRA
 UMASHANKAR DASH
MARKETING MYOPIA
???
 This Concept Was First Discussed
By Theordore Levitt.

Short sighted and inward looking approach to

marketing that focuses on the needs of the firm
instead of defining the firm and its products in
terms of the customer’s need and wants.
 Causes of Marketing Myopia
 Narrow minded approach to marketing situation
where only short ranged goals are considered.
 Product oriented rather than customer oriented.
 Stepchild treatment to marketing.
Selling focuses on needs of the seller,
marketing on the needs of the
buyer.
 Excessive focus on Research and Development.
 Impact Of Myopia
 Short sightedness affects the mission in vision of
the company.
 Growth get checked.
 Uncertain future.
 Affected Industries….

 Dry cleaning industry

 Hollywood
 Railroads
 Grocery stores
 Petroleum industries
 How to Prevent Myopia?...
 Customer Orientation
Focus on customer rather than on
product.
 Focus on Marketing
 Continued….
 Looking for future opportunities.
 Retention of existing customers.
 Conclusion
Focusing on the customer’s satisfaction and
needs, the industry has to re-innovate its
mission, vision and goals.
Diagrammatic Representation

Customer’s
Satisfaction

Product Industrial Organization's

Success Leadership Survival
 Reference
 Kotler, P. and Singh, R. (1981) “Marketing
Warfare in the 1980’s, Journal of Business
Strategy, Winter 1981, PP.30-41
 Steiner, G.(1979) “Strategic Planning: What
every manager should know”, The Free Press,
New York, PP.197
Thank you…