Marketing myopia refers to a short-sighted focus on products instead of customer needs. Theodore Levitt coined the term to describe companies that want to sell existing products without considering changing customer demands. Marketing myopia can be prevented by adopting a marketing concept focused on customer satisfaction rather than just the product. Examples provided in the document show how companies like Kodak and Sony fell victim to marketing myopia by not adapting to new technologies that better served customer needs. The document recommends companies take a solution-centric, customer-centric approach and be aware of potential substitutes to avoid suffering from a narrow focus on their existing products.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Theory Of Personal Selling
1) Introduction of Personal Selling
2) Step in Personal Selling
3)Theory of Personal Selling
a) AIDAS Theory
b) Right to set of circumstances Theory
c) Buying Formula Theory
d) Behavioural Equation Theory
Segmentation, targeting, positioning and differentiation of servicesPROF.JITENDRA PATEL
This Presentation discusses critical issue of marketing which are segmentation, Targeting, Positioning and Differentiation of Services. The topic include
Marketing Segmentation Definition
1.1 Need for Segmentation
1.2 Quality of Good Segmentation
1.3 Basis of Segmentation
1.4 Service Attributes and Levels
1.5 Developing Right Service Concept for a Specific Segment
1.6 Important vs. Determinant Attributes
1.7 Establishing Service Levels
2. Target market strategies
3. Positioning and its example
3.1Elements of Positioning
3.2 Types of Positioning
3.3 Developing an Effective Positioning Strategy
3.4Using Positioning Maps to Analyze Competitive Strategy
4. Differentiation of Service
4.1 The 5 Market Differentiation Strategies
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
Theory Of Personal Selling
1) Introduction of Personal Selling
2) Step in Personal Selling
3)Theory of Personal Selling
a) AIDAS Theory
b) Right to set of circumstances Theory
c) Buying Formula Theory
d) Behavioural Equation Theory
Segmentation, targeting, positioning and differentiation of servicesPROF.JITENDRA PATEL
This Presentation discusses critical issue of marketing which are segmentation, Targeting, Positioning and Differentiation of Services. The topic include
Marketing Segmentation Definition
1.1 Need for Segmentation
1.2 Quality of Good Segmentation
1.3 Basis of Segmentation
1.4 Service Attributes and Levels
1.5 Developing Right Service Concept for a Specific Segment
1.6 Important vs. Determinant Attributes
1.7 Establishing Service Levels
2. Target market strategies
3. Positioning and its example
3.1Elements of Positioning
3.2 Types of Positioning
3.3 Developing an Effective Positioning Strategy
3.4Using Positioning Maps to Analyze Competitive Strategy
4. Differentiation of Service
4.1 The 5 Market Differentiation Strategies
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Written in 1960, the article revolutionized the thought processes of business managers who were narrowly focused on the products they sold—they were short-sighted or myopic, as Levitt calls it.
It is important to define an industry by asking a simple question—“what business are we in?
To ensure growth, companies must define their business properly based on customer needs and desires. Businesses are actually customer satisfying institutions/entities.
my·o·pi·a
lack of imagination, foresight, or intellectual insight
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Project Description - Collection, sustainable cultivation, value addition and marketing linkages of selected medicinal and aromatic species (MAP) using emerging technology interventions.
Seekify - Start-up funded by Sequoia Capital having a Customer Experience Automation, Insights and LMS platform
Project Undertaken at my stint at Seekify.
List of Project Undertaken at Mott MacDonald from 2014 to 2017 which includes projects from multi-disciplinary sectors like Healthcare, Education, Livelihood, Oil & Gas/Utilities, Industry/Manufacturing, Infrastructure, Social Impact, Tourism etc.,
Key Contents -
Trends in the Manufacturing Sector
Key Statistics and Challenges
Digital Transformation Strategy Development Steps
Use-Cases in Manufacturing
Market Map Landscape - By Leaders, Star-ups, Segments & Sub Segments (Managing Technology Risks)
Drivers of M&A in Industry 4.0
Benchmarking the start-ups and investments/acquisition options for Market Leaders
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
[Note: This is a partial preview. To download this presentation, visit:
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
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3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
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2. Understanding Marketing
Myopia
Term coined by Theodore Levitt
Refer to the short sightedness
The marketer wants to sell the product
and services, without much focusing
on the customer demands/needs.
3. Understanding Marketing
Myopia
Also can be defined by:
Marketing Myopia is 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
Can be prevented:
Product Concept - Myopia
Marketing Concept - No Myopia
4. Causes
Company thinks, its growth is
guaranteed by expanding population
Believe there is no competitive
substitutes
Mass Production- Not concentrating
on the needs of the customer
Focusing on product rather than the
customer (Lacking innovation)
Not considering the changing
consumer lifestyle in digital age
5. Green Marketing Myopia
Green marketing must satisfy two
objectives: improved environmental
quality and customer satisfaction
EG: Greenheart Phones- Sony
Erricson
6. Example: 1- Kodak
Kodak film camera: Fall prey to
Marketing Myopia
Sony Digital Camera invaded the
market which was a roaring success
7. Example: II- Sony
Now it was the turn of Sony (Sony
Walkman)
Apple introduced a innovative product
which was a huge success
8. Example: III- Frankfinn
Frankfinn- India’s No 1 Air Hostess
Training Institute
Hit hard by slow growth in Indian
Airlines industry
Now trying to portray as India’s best
Hospitality trainer
10. Avoid Myopia
Solution Centric focus
Customer Centric
Marketing is not only about selling
Aware of substitutes to the Industry
Disruptive Innovation
11. Why Pepsi isn’t suffering from
Myopia
Diversification into other markets
12. Conclusion
To ensure continued growth for the
company, concentrate on
meeting customer’s needs rather
than selling products
It’s good if the business organization
is suffering hypermetropia rather than
myopia.