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Topic: Marketing myopia

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  Marketing myopia - Wikipedia, the free encyclopedia
Marketing myopia is a term used in marketing.
Indeed, one of the most important marketing papers ever written [[1]] was that on `Marketing Myopia' by Theodore Levitt.
Kotler and Singh (1981) coined the term "marketing hyperopia", by which they mean a better vision of distant issues than of near ones.
en.wikipedia.org /wiki/Marketing_myopia   (484 words)

 Myopia - myopia new hampshire
Myopia is a refractive defect of the eye in which light focuses in front of the retina.
Myopia is measured in diopters; specifically, the strength of the corrective lens that must be used to enable the eye to focus distant images correctly on the retina.
Measures of the heritability of myopia have yielded figures as high as 89%, and recent research has identified genes that may be responsible: defective myopia nutrition versions of the PAX6 gene seem to be associated eye exercises for myopia with myopia in twin studies.
www.medicalgeo.com /Med-Diseases-My---O/Myopia.html   (1396 words)

 Wikinfo | Marketing   (Site not responding. Last check: 2007-10-31)
Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics.
For a marketing plan to be successful, the mix of the four "p's" must reflect the wants and desires of the consumers in the target market.
Marketers depend on marketing research to determine what consumers want and what they are willing to pay for.
www.wikinfo.org /wiki.php?title=Marketing   (387 words)

 Getting past marketing myopia
Marketing myopia is true for all companies who define their markets too narrowly, including companies in India, who have defined markets in the '60s and '70s on the basis of licensing production.
It was myopia which prevented some of the largest companies in the country such as Hindustan Lever and Tata from developing a detergent powder which could convert the laundry soap user.
Marketing Myopia was not intended as analysis or even prescription; it was intended as manifesto.
www.hinduonnet.com /businessline/catalyst/2001/04/12/stories/1912o05f.htm   (928 words)

This may be caused by a defect of the cornea (generally where the cornea protrudes too far outward from the eye) or from elongation of the eye structure itself (generally the eye is too long).
The opposite defect of myopia is hyperopia or "far-sightedness" or "long-sightedness" — this is where the cornea is too flat or the eye is too short.
Myopia Myth: Claims that nearsightedness is not inherited but is caused by excessive close work such as reading.
www.gourt.com /Health/Conditions-and-Diseases/Eye-Disorders/Refractive-Errors/Myopia.html   (480 words)

 Marketing Focus   (Site not responding. Last check: 2007-10-31)
In the annals of marketing, there is a classic concept known as Marketing Myopia or nearsightedness.
Marketing Myopia, said he, is something one avoids by properly answering the question, "What business are we in?" You have to answer the question from the perspective of what customers want, and continually take into consideration the opinions and suggestions of customer as you guide your business.
Bifocal Marketing is the concept of defining your business in terms of customer benefits PLUS making sure your entire staff understands and fulfills their roles in serving customers.
www.fastzone.com /artd-2.htm   (383 words)

 Chapter 1 Outline
Marketing myopia is often characteristic of organizations that are too narrowly defined.
A target market is a group of consumers toward whom the firm decides to direct its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences.
B.Once the target market has been selected, the marketing manager directs activities toward satisfying that segment through the use of four strategy elements which, when combined, are called the marketing mix.
www.wctc.edu /busocc/market/1out.htm   (719 words)

 Marketing's moral myopia, Autumn 2004, Notre Dame Magazine Online - University of Notre Dame
When Patrick Murphy, Notre Dame professor of marketing, and Minnette Drumwright of the University of Texas interviewed more than 50 advertising executives in 29 agencies they found that most failed to see potential ethical problems in their work.
This "moral myopia," as the researchers termed it, meant the executives rarely discussed ethical issues among themselves, resulting in "moral muteness."
"Indeed, the recent round of corporate scandals suggest that moral myopia and moral muteness are apparent in many industries," he and Drumwright observe in their journal article.
www.nd.edu /~ndmag/au2004/marketing.html   (356 words)

 Chapter 1
The American Marketing Association defines marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organization objectives." In simpler terms, marketing is the process of identifying and satisfying customer needs with want-satisfying goods and services.
Marketing efforts generally are not aimed at the entire population, or market, but instead, are directed at specific target markets, or those groups identified as potential users of the product.
A marketing mix is a specific combination of four sets of controllable variables—products, distribution elements or place, prices, and marketing communications or promotions—designed to appeal to and satisfy the needs of market segments.
ollie.dcccd.edu /mrkt2370/chap1.htm   (418 words)

 Chapter 1
A Definition of Marketing -- Marketing is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.
Place marketing is the attempt to attract customers to a particular place, such as a city, state, country, or other attraction.
Organization marketing is the attempt to influence others to accept the goals of, receive the services of, or contribute in some way to an organization.
www.xecu.net /schaller/marketing/boone_01.htm   (1776 words)

 List of marketing topics - Wikipedia, the free encyclopedia
This is a list of over 200 articles on marketing topics.
If you create a marketing article, please add it to this list.
Marketing orientation also called customer focus or marketing concept
en.wikipedia.org /wiki/List_of_marketing_topics   (105 words)

 Marketing Management - Alp Galip Personal Home Page
Marketing de en önemli unsurlardan biri kişilerin ihtiyaclarını isteğe dönüştürmektir.
Marketing myopia: As the Theodor Lewith, Executives in many industries fail to recognize the scopes of their businesses.
Marketers must be sensitive to society’s changing values, beliefs and shifts in demographics such as population growth and age distribution changes.
www.alpgalip.com /courses/marketing_management.htm   (921 words)

 Amazon.com: Marketing Myopia: Books: Theodore Levitt   (Site not responding. Last check: 2007-10-31)
Marketing Imagination, New, Expanded Edition by Theodore M. Levitt
During this process, he describes the difference between sales and marketing: "Selling focuses on the needs of the seller, marketing on the needs of the buyer." Levitt use railroads, oil and corner grocery industries to explain his points.
The issue is that you can't be blind to competition and you must adapt to the market you serve or the market will adapt for you.
www.amazon.com /Marketing-Myopia-Theodore-Levitt/dp/B00005REKB   (615 words)

 How to Avoid the Marketing 'Money Pit'
To avoid marketing myopia, they need to follow and act on new trends when appropriate, such as search engine optimization, blogging and webinars.
With a clearly defined message based on market intelligence, businesses will be less apt to dilute their marketing with multiple messages and positioning.
Integrated marketing results in an effect called response compression - when a prospect sees or hears repetitive images and messages from a business in a short period of time, it makes that company top of mind with that person.
www.newincite.com /article_wastemarketingmoney.html   (1025 words)

 Introduction   (Site not responding. Last check: 2007-10-31)
Marketing myopia is a term coined by Theodore Levitt to describe firms that define themselves in terms of a product rather than in terms of the need that the product satisfies.
Marketing research is used to help develop new products and to determine whether the new product will actually satisfy the needs of customers.
Marketing may also be used to discourage behaviors that are harmful to people and society (smoking, littering, drugs, steroids, sexual harassment, etc.).
academic.brooklyn.cuny.edu /economic/friedman/mmintroduction.htm   (3609 words)

 Amazon.com: Marketing Imagination, New, Expanded Edition: Books: Theodore M. Levitt   (Site not responding. Last check: 2007-10-31)
Market myopia is a corporate conscious raising experience designed to narrowly direct all energies at satisifying the customer.
It's not a "marketing fad of the week" kind of book, but rather a practically worded treatise on basic concepts that are more often than not overlooked or ignored by those who chase fads and wonder why they're not more successful.
The author tends to use intensified and complex language in his arguments which although tends to mislead the reader from the main message that the author is trying to convey, it augments to the readers understanding to the main situation in the study of marketing.
www.amazon.com /Marketing-Imagination-Expanded-Theodore-Levitt/dp/0029190908   (2341 words)

 Marketing Myopia
When the owner focuses too intently on working in his business (as the technical expert) instead of on his business the blind spot develops, narrowing the owner’s overall vision until he is blind to growth opportunities and marketing myopia sets in.
George researched the market beforehand and knows that he can count on some of his past employer’s clients to move with him in his new business.
If you are responsible for day to day management, as well as all the marketing, then your business is losing revenues in direct proportion to the degree that you spend time managing your business as opposed to marketing your business.
www.marketingprinciples.com /articles.asp?cat=394   (582 words)

 Definition Of Myopia
Myopia is the condition in which parallel light rays are focused in front...
Myopia, also known as nearsightedness, is inherited and is often discovered in childhood.
Myopia -the ametropia and its compensationsubmitted in partial requirement forMaster in Opthalmic Optics CertificationDaniel A. Recall our originaldefinition of myopia that had the object at infinity.
www.eyelasers.co.uk /1/definition-of-myopia.html   (548 words)

 Marketing Planning, Strategic Planning and the Marketing Process   (Site not responding. Last check: 2007-10-31)
Remember it is important not to suffer from marketing myopia, and this is why a business must be defined in terms of a need that is being satisfied and not an existing product.
A marketing plan is concerned more with strategy whereas a business plan is more concerned with financial information.
The marketing plan is an integral part of the business plan.
academic.brooklyn.cuny.edu /economic/friedman/mmmarketingplanning.htm   (1072 words)

 Brand Autopsy: Marketing Cornucopia   (Site not responding. Last check: 2007-10-31)
Howard is clearly playing off Ted Levitt's enduring 'Marketing Myopia' business philosophy where Levitt says growth opportunities decline for companies because they define themselves too narrowly.
To overcome ‘marketing myopia,’ Levitt states companies should define their businesses more broadly to take advantage of growth opportunities.
It’s my unoriginal take (which admittedly could use more thought behind it), companies suffer from Marketing Cornucopia and eventually stymie growth opportunities because they define themselves too broadly and fall into the trap of trying to be all things to all people.
brandautopsy.typepad.com /brandautopsy/2004/12/marketing_cornu.html   (762 words)

 Marketing Myopia « VCMike’s Blog
One of the challenges startups (and their boards) frequently face is how to strike the balance between, on the one hand, thinking big, and on the other hand charting a path to market and then growth that is appropriately focused and likely to succeed.
The importance of defining your market, and the value proposition to your customer, at the right level of abstraction/generality, has popped up in two recent conversations I’ve had, both of which are worth sharing.
Professor Christenson’s advice was for the company not to think of the market narrowly — in terms of products and services that today’s incumbents offer — but rather to think about what job this technology fills for customers.
vcmike.wordpress.com /2006/08/31/marketing-myopia   (843 words)

 Marketing Myopia: The Short Sightedness Of Amateur Businessmen - Marketing - Express Healthcare Management
Myself and a fellow consultant were sitting in a cafe for a casual meeting when he asked a question, 'What would a 10-bed hospital in a small town do to market itself?' I replied by saying that he would have to do something very unique and very relevant.
No discussion on hospital marketing is complete without talking about kickbacks (monetary incentives for referring patients).
Differentiating yourself, upgrading yourself, defining your target market, promoting your organisation through various legal and ethical vehicles are some of the professional ways of doing business.
www.expresshealthcaremgmt.com /200603/marketing01.shtml   (951 words)

 Selling Myopia   (Site not responding. Last check: 2007-10-31)
This essay, named Marketing Myopia, was the source of the noted explanation for the decline of railroads—that "they assumed themselves to be in the railroad business rather than in the transportation business."
Many in senior management still believe that a talent and a willingness for cold-calling and prospecting is an important measure of a sales person's worth—that it is the sales person's responsibility to find the prospects as well as to sell them.
The marketing program is evaluated by counting the number of inquiries generated, without closing the loop by tracking which of the inquiries turned into sales
www.adtrack.com /Myopia.htm   (415 words)

 IRMI - Insurers' Marketing Myopia
Schwab provided basic access to the market at low cost and built trust with their clients by delivering, as represented, every time.
Insurance companies should direct their marketing efforts toward clients who demonstrate leadership qualities and have the support of their management.
Risk managers who want to advance rapidly will need to anticipate trends in the market, ask their corporate leadership group for assistance in managing vendors, and, above all, educate their management to judge them on a set of established criteria rather than changes in the level of insurance premiums.
www.irmi.com /expert/articles/bausom006.asp   (1013 words)

 Marketing Magic ... What business are you really in?
Although his classic article titled Marketing Myopia, was written in 1960, it is still relevant today.
To avoid marketing myopia Levitt said businesses should answer the question "What business are we in?" from the perspective of what customers want, taking their opinions and input into consideration.
Without new sources of revenue, they were unable to carry on as gross revenue margins slipped to one cent a litre from seven cents a decade earlier.
www.marketingmagic.ca /articles/WhatBus.htm   (751 words)

 Nelson -Marketing, 2nd Edition/Test Yourself/Quiz 2
Pets Market has the marketing objective of being the best retailer of pet food and supplies in the country.
A marketing audit is a control device used primarily by large corporations to study past performance.
As the marketing director for a new pharmaceutical that prevents baldness, you have been asked by the CEO to provide marketing objectives for the next year.
www.nelson.com /nelson/market/marketing2e/quiz02/quiz02.html   (1347 words)

 Dana VanDen Heuvel: Made for Marketing - Internet Marketing Strategy Consultant Weblog Marketing Consultant
He was lamenting the fact that many of his senior-level students did not know the distinctions between B2B marketing (or that such an animal has ever been spotted in the wild) and B2C, or the "creative side" of marketing.
I think as a young marketer, just getting out of school, we see all of the commercials and popular consumer marketing and advertising and think "oh, this is what marketing must be like.
More specifically, I like the idea of 'thought leadership' in marketing (as an academician at heart who loves writing, speaking and all that stuff, this is a good fit for me).
www.danavan.net   (813 words)

 Overcoming 'marketing myopia' - sales management - Brief Article Folio: The Magazine for Magazine Management - Find ...
Way back in 1960, Theodore Levitt, writing in the Harvard Business Review, argued that too many businesses are afflicted with marketing myopia and that we need to view the world through the eyes of the customer.
There will be more shifts of marketing expenditures to direct selling on the Web and the building of longer-term, one-to-one customer relationships.
Business-to-business publishers are already experiencing the impact of the "new marketing" models.
www.findarticles.com /p/articles/mi_m3065/is_1_30/ai_69389332   (868 words)

 Successful Marketing Principles
Marketing is defined as finding a customer's need and filling that need.
Wayne Talarzyk is President of Educational Marketing Associates, Inc., and Emeritus Professor of Marketing in the Max M. Fisher College of Business at The Ohio State University.
In addition to his teaching and research activities, he has served as Chairman of the marketing faculty and was the first chair of the undergraduate programs in the Fisher College of Business.
www.highmarkinc.org /marketing.htm   (340 words)

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