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Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
Marketing Myopia
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Marketing Myopia

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by Raj kishor behera …

by Raj kishor behera
CSREM, paralakhemundi

Published in: Education, Business, Career
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  • 1. MARKETING MYOPIA PRESENTED BY : GROUP 7 PRESENTED TO: Prof. Jeevan J. Arakal
  • 2. GROUP MEMBERS…..
    • ABINASH PRADHAN
    • JUKSINA BEHERA
    • LAGNAJIT ROUT
    • MEETA KUMARI
    • RAJENDRA KUMAR BARADA
    • RAJ KISHOR BEHERA
    • SAKET BHARTI
    • SEEMA BHADRA
    • UMASHANKAR DASH
  • 3. MARKETING MYOPIA ???
  • 4. 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.
  • 5. 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.
  • 6. Impact Of Myopia
    • Short sightedness affects the mission in vision of the company.
    • Growth get checked.
    • Uncertain future.
  • 7. Affected Industries….
    • Dry cleaning industry
    • Hollywood
    • Railroads
    • Grocery stores
    • Petroleum industries
  • 8. How to Prevent Myopia?...
    • Customer Orientation
    • Focus on customer rather than on
    • product.
    • Focus on Marketing
  • 9. Continued….
    • Looking for future opportunities.
    • Retention of existing customers.
  • 10. Conclusion
    • Focusing on the customer’s satisfaction and needs, the industry has to re-innovate its mission, vision and goals.
  • 11. Diagrammatic Representation Customer’s Satisfaction Product Success Industrial Leadership Organization's Survival
  • 12. 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
  • 13. Thank you…

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