SHRI RAMSWAROOP MEMORIAL UNIVERSITY

MBA [SEMESTER - I]
TEACHING NOTES-2
MARKETING MANAGEMENT
(MMG -1013)
Unit: 1 Name of Faculty: Dr. Pankaj Dhingra

‘Marketing Myopia’
‘Marketing myopia’ is a term made up of two words: Marketing and Myopia which is used to describe the short
sighted (myopic) approach adopted by organizations which often leads to their premature decay.
Marketing myopia is a concept that says that companies focus on their needs & short term growth strategies
instead of taking care of the needs & wants of the consumer & therefore fail due to their short-sightedness.
The firm is not able to adapt to the highly dynamic market where consumer needs & wants are changing
frequently. The company is not able to predict future & think on long terms.

Causes of Marketing Myopia

● Concentrating more on products and not on customers
● Failure to Consider Changing Consumer Lifestyle in the Digital Age
● Companies suppose there are no competitive substitutes
● Failing to consider the requirements of the consumer

Examples of Marketing Myopia

1. Kodak could not sustain itself in the market and lost much of its share to Sony cameras when digital cameras
boomed.
2. Blackberry’s phones had a 50% market share in the US and 20% worldwide in 2006. When Smartphones
were changing the game in the market, blackberry’s market started sinking. Today, blackberry has 0% of the
market in the smartphone category.
3. Around 15 years back; Nokia’s keypad phones were at the top of the market with the highest demand having
the entire market share. Nokia didn’t modify its product with the developing technology. 10 years later,
Nokia’s phones were nowhere to be seen in the market. iPhone and Samsung gained the entire market share
which was once belonged to Nokia.

Difference Between Marketing and Selling

Marketing
Marketing is a broad concept. In simple words, it means the process through which the goods and services move
from the producer to the ultimate user of the products. Philip Kotler, the father of Marketing says Marketing is a
social process by which a need is created, offered and exchanged via products (goods,services or an idea)
Marketing is the systematic planning and implementation so that the buyers and sellers come together and a
market is created.
Example : Marketing starts much before and continues even after the product is sold. When a customer buys a
car, the after sale services comes under marketing.

Selling
Selling is a narrower concept. Selling means providing the customer with the good he/she needs in exchange of a
price. It is usually between two parties. Selling is more like an agreement wherein the buyer receives the product
in exchange for money.
Example :You go to a shop and the shopkeeper “sells” you a Good X and in return you pay him some money in
cash.
Difference in Selling and Marketing
1) Marketing is about customer satisfaction. It starts with customer needs and demand and ends with customer
satisfaction. It is a customer oriented approach. Sales, on the other hand, is about selling what the company
produces. It doesn’t care about the need of the customer but about the profits.

2) Marketing is about providing quality products and consumer satisfaction. Selling is about generating by
maximising sales and is a money oriented approach.

3) In marketing, emphasis is given on the wants of the consumer.Whereas in selling, emphasis is on the
company’s products.
4) Marketing is different from selling because here the company first determines customers’ needs and wants
and then decides how to deliver a product to satisfy these wants. In selling, it is the other way round.

5) In marketing the emphasis is on innovation in existing technology and providing better value to the customer
by adopting a superior technology. Selling emphasizes on staying with existing technology and reducing
costs.

6) Marketing views the customer as the very purpose of the business. Selling views customer as a last link in
business.

7) Planning in marketing is long-term-oriented in today’s products and in terms of new products, tomorrow’s
markets and future growth. Planning in selling is short-term-oriented in terms of today’s products and
markets.

8) Marketing follows customer oriented approach and selling uses production oriented approach.

9) Consumer determines price and price determines cost of marketing. In selling, cost determines price.

10) Marketing makes use of long-term strategies to get sales – examples, value-added service, customer
education, meeting objectives. Selling makes use of short-term tactics to get sales – examples are free gifts,
discounts, rebates, bribes, etc.
11) Marketing is an indirect activity whereas sales is a direct activity.

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