Marketing Myopia:

Definition: Marketing Myopia is a situation

when company has narrow minded marketing
approach and it focuses only on one aspect out
of many possible marketing attributes.
 For Example:
 A firm is product oriented rather than
focusing on customer needs.
 Focusing on Quality and not on the actual
demand of a customer.
Now what strikes Marketing Myopia?
There might be a number of reasons but one of
the major cause of Marketing Myopia is when a
company short term goals are given more
preference on long term goals.
 For Instance:
 More focus on selling rather than building
customer relationships
 Predicting growth without conducting proper
market research.
  Mass production without knowing the
demand
 No change with the dynamic environment of a
customer.
Case Study of Kodak:
Kodak became a franchise in minds of customer
in field of Photographs, Cameras and film which
lost its market share because of under estimated
concept of marketing myopia. Kodak thought it is
in a photograph and camera selling business and
hugely ignored the potential of the digital camera
and photographic technologies which forced it to
fail in the business and Canon, Nikon, etc focused
on customers digital needs.
If Kodak Adopted below Precautions:
If Kodak, focused on customer needs rather than
focusing on selling its products to customers, it
would also have been enjoying the supreme
position and market share in the market today.