Marketing Myopia

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by Raj kishor behera
CSREM, paralakhemundi

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Marketing Myopia

  1. 1. MARKETING MYOPIA PRESENTED BY : GROUP 7 PRESENTED TO: Prof. Jeevan J. Arakal
  2. 2. GROUP MEMBERS….. <ul><li>ABINASH PRADHAN </li></ul><ul><li>JUKSINA BEHERA </li></ul><ul><li>LAGNAJIT ROUT </li></ul><ul><li>MEETA KUMARI </li></ul><ul><li>RAJENDRA KUMAR BARADA </li></ul><ul><li>RAJ KISHOR BEHERA </li></ul><ul><li>SAKET BHARTI </li></ul><ul><li>SEEMA BHADRA </li></ul><ul><li>UMASHANKAR DASH </li></ul>
  3. 3. MARKETING MYOPIA ???
  4. 4. This Concept Was First Discussed By Theordore Levitt. <ul><li>Short sighted and inward looking approach to </li></ul><ul><li>marketing that focuses on the needs of the firm </li></ul><ul><li>instead of defining the firm and its products in </li></ul><ul><li>terms of the customer’s need and wants. </li></ul>
  5. 5. Causes of Marketing Myopia <ul><li>Narrow minded approach to marketing situation where only short ranged goals are considered. </li></ul><ul><li>Product oriented rather than customer oriented. </li></ul><ul><li>Stepchild treatment to marketing. </li></ul><ul><li>Selling focuses on needs of the seller, marketing on the needs of the buyer. </li></ul><ul><li>Excessive focus on Research and Development. </li></ul>
  6. 6. Impact Of Myopia <ul><li>Short sightedness affects the mission in vision of the company. </li></ul><ul><li>Growth get checked. </li></ul><ul><li>Uncertain future. </li></ul>
  7. 7. Affected Industries…. <ul><li>Dry cleaning industry </li></ul><ul><li>Hollywood </li></ul><ul><li>Railroads </li></ul><ul><li>Grocery stores </li></ul><ul><li>Petroleum industries </li></ul>
  8. 8. How to Prevent Myopia?... <ul><li>Customer Orientation </li></ul><ul><li>Focus on customer rather than on </li></ul><ul><li> product. </li></ul><ul><li>Focus on Marketing </li></ul>
  9. 9. Continued…. <ul><li>Looking for future opportunities. </li></ul><ul><li>Retention of existing customers. </li></ul>
  10. 10. Conclusion <ul><li>Focusing on the customer’s satisfaction and needs, the industry has to re-innovate its mission, vision and goals. </li></ul>
  11. 11. Diagrammatic Representation Customer’s Satisfaction Product Success Industrial Leadership Organization's Survival
  12. 12. Reference <ul><li>Kotler, P. and Singh, R. (1981) “Marketing Warfare in the 1980’s, Journal of Business Strategy, Winter 1981, PP.30-41 </li></ul><ul><li>Steiner, G.(1979) “Strategic Planning: What every manager should know”, The Free Press, New York, PP.197 </li></ul>
  13. 13. Thank you…

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