Marketing Myopia, Definition, Causes, Some examples, How to Avoid myopia and conclusion.

1. Principle of Marketing
Institute of Health , Business Management & Social Sciences
Jinnah Sindh Medical University Karachi
Sir MuhammadJiyad Shaikh
RashidKhanJadoon
Emba-Batch3 2017
Presented to:
Presented by:

2. What is MYOPIA
o Myopia also known as short sighted and near sightedness.
o Myopia a condition of the eye where light focuses in front of, instead of on the
retina.
o People can see close objects clearly, but objects farther away appear blurred.
o Marketing Myopia is narrow minded approach to a
marketing situation where only short-range goals
are considered.
o Where the marketing focuses on only one aspect
out of many possible marketing attributes .
o The marketer wants to sell the product and services,
without much focusing on the customer
Demands/needs.
Introduced by Theodore Levitt

3.  They have nothing on us.
 That could never happen to us.
 We are our own competitors.
 Customers love our product or service regardless of what happens.
 They will buy whatever we will sell to them.
 Company thinks, its growth is guaranteed by expanding population.
 Mass Production- Not concentrating on the needs of the customer.
 Focusing on product rather than the customer.
 Not considering the changing consumer lifestyle in digital age.

7.  Marketing is not only about selling.
 Customer orientation.
 Focus on Marketing.
 Looking for future opportunities.
 Retention of existing customers.

8. Diversification into other markets

9.  To ensure continued growth for the company, concentrate
on meeting customer’s needs rather than selling products.
The problems that exist in the world today
cannot be solved by the level of thinking that
created them