MARKETING

MYOPIA
BY ESHVARY BHAIYAJI
 Narrow-minded approach to a marketing situation where only short
range goals are considered or where the marketing focuses on only
one aspect out of many possible marketing attributes.
 Due to its shortsightedness, marketing myopia is an inefficient
marking approach
  Instead of focusing on evolving desires in the market or audience,
myopic marketing only considers short-term business goals like
sales.
Sectors that lead to marketing myopia

 Ignoring real competition – company should analysis all his threat without missing his
competition,
For example- railroad didn’t realize their competition and decreased their
market share.
 Ignoring market - company should study different markets for growth
For example- Hollywood ignored opportunity for expansion on television sector
 No growth ahead - sector which have no growth can lead to end
For example- incandescent lamp died due to no growth ahead.
 End due to easy substitute - fall of sectors due the easy substitute available in the market
For example-end of dry cleaning companies due to chemical additives
How to Avoid Content Marketing Myopia

 Put the customer before the product. Customer- or market-oriented companies

describe the problems their products solve, not the features they possess.
 Diversify your products or services. Don’t just meet one need– find ways to
address related customer desires, and your offering will become more complete.
 Experiment. Disruptive innovation is risky, but it’s also the only way to fill a need
in a new way. As Sally Hogshead said, “it’s good to be better, but it’s better to be
different.”
 Do the marketing first. People all throughout history have found a way to make a
product, then figure out how to sell it later. Snake oil salesmen are a great
example. More successful companies determine what people want ahead of time,
then produce that.
Companies organize and operate to create and capitalize
on growth opportunities, not believing on automatic
growth system but some companies got infected of
marketing myopia due
 Believing in growth by expanding and dealing with large population
 Believing in no competitive substitute
 Too much faith on mass production and decline cost per unit
 Preoccupation with the product that lead itself to carefully controlled scientific
experimenting and improvement and manufacturing cost reduction.
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 Listening to its employees, not its customers

  A frontal attack on an established network
  Failure to offer something genuinely new
 Outdated interface