- Theodore Levitt

By,
TEJAS GANDHI
GOURI BOHARA
GIRISH CHOUGULE

AKSHAY GHUGE
AMEYA YEOLE
HARSHAL GUNDETTY

MYOPIA
- SHORT-SIGHTEDNESS
- Inability of a person to see distant objects
clearly

Relation with Marketing

Not Fulfilling needs of the customer
rather dealing with broad aims and policies.

MARKETING MYOPIA
It is the failure to define an organisation`s
purpose in terms of its function from the
customer`s point of view
- (https://richardronmartinez16.wordpress.com)

EXAMPLES

Railroads limited
themselves to a
particular business

Ignored transportation
business

They let others take

customers away

Cars , trucks , aeroplanes and even telephone

Hollywood concentrated on movies and

neglected entertainment business
It was a limited product
Henry ford invented
Assembly line production
His goal was mass
production which
resulted in cost reduction

CAUSES OF MARKETING MYOPIA

POPULATION MYTH
PRODUCTION PRESSURES
SHADOW OF OBSOLESCENCE
DANGERS IN R & D

Population Myth

An expanding market keeps the

manufacturer from thinking very hard or
imaginatively.

The petroleum business is a distressing

example.

Companies outdo their competitors by

improving on what they are already doing.

Production Pressures

Selling focuses on need of seller, marketing

focuses on need of buyer.

Henry Ford was the most brilliant and the

most senseless marketer.

The industry has its eyes so firmly on its

own specific product that it does not see
how it is being made obsolete.

SHADOW OF OBSOLESCENCE

Threats to products within industries and

remaining unprepared to the improvements
cripple the presence of companies

Dry cleaning:

Electric utilities:

DANGERS OF R & D
Paying

too much attention to R&D

Marketing shortchanged

Consumer behaviour

MISTAKES AND
MISUNDERSTANDING

Company believes in its own product.

Mass Production

Company focus on producing more at lower

cost as well as neglect the marketing
aspects.

MISTAKES AND
MISUNDERSTANDING

Customer Needs

Innovation

CONCLUSION / LEARNINGS
- Companies should be customer oriented rather to be
product oriented.
- An Industry is a customer satisfying process not a
goods producing process.
- Adaptation to the requirement of the market
- Focus on long-term profit objectives

CONCLUSION / LEARNINGS
- It exhorted CEO to re-examine their corporate
vision and redefine their markets
- Attention to be paid to the benefits and
experiences produced by the product than to
specific product offered.
- Don`t lose the sight of Needs,while focussing
on the Wants