Marketing myopia occurs when a company focuses too narrowly on selling a specific product rather than fulfilling customer needs. This narrow focus can cause companies to miss opportunities and fail to innovate as customer and market conditions change. Marketing myopia affects industries by limiting growth and creating an uncertain future as companies ignore shifts in customer lifestyles and the emergence of substitutes. Successful companies avoid this by maintaining a customer-oriented approach, conducting market research, and continuing to innovate even as market conditions evolve.

1. MARKETING
MYOPIA
PRESENTED BY -GROUP B-4 ( MBA II – DIV:B
)

2. What is meant by marketing myopia ?
 A business suffers from marketing myopia when a company views
marketing strictly from the standpoint of selling a specific product rather
than from the standpoint of fulfilling customer needs.
- Theodore Levitt
 Marketing myopia is a narrow minded approach to marketing situation
where short range goals are conceder marketing focus on only one
aspects ( most of product or service which company sell ) of many possible
attributes .

3. Causes of marketing myopia
 Company thinks its growth is guaranteed by expanding
population .
 Believe there is no competitive substitute .
 Mass production thinking
 Focusing on product rather than customer .
 Lack in innovation .
 No considering change in changing consumer lifestyle .

4. Impact of myopia
 Short sightedness affect the mission of company .
 Growth get checked .
 Uncertain future .

5. Affected industries
 Hollywood
 Railways
 Grocery stores
 Petroleum industries

6.  Failed companies in
market myopia –
 Kodak
 Maruti gypsy
 Succeeded companies
without market myopia –
 Apple
 Nike

7. How to prevent myopia
 Customer orientation
 Focus on marketing research programme
 Be in control .
 Be innovative .