what is marketing myopia

8/13/2019 What is Marketing Myopia

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What is Marketing Myopia?

Myopia literally means short-sightedness.

Marketing Myopia is the inefficiency of the Top

Management to broadlydefine its business and meetcustomerneeds resulting to thedecline of the product.

Examples from the realworldworld

Daewoo Motorsindustan Motors!inetic onda"ager

#ndustry

$actors responsible for MarketingMyopia- by Theodore

%e&ittMyopia- by Theodore %e&itt

The belief of the companies that as more and more of the

population becomes affluent' the market expandsand

more and more people buy the goods.The belief that there

are no substitutes for theindustry(s ma)or

products.Emphasis on mass production and in economies

of scale i.e. being product oriented rather thenbeingcustomer oriented.%ack of experimentation'

impro&ement' andmanufacturing cost reduction.

*+E,+#EW

M an #ndian automobile manufacturer is a part of irla

group of #ndustries.The company was the largest car

manufacturer in#ndia before the rise of Maruti dyog %td./M%01mbassador launched in 2345 was known as the

first#ndian car' owes its design and technology to

ritishcar model Morris *xford built by Morris Motor 6o


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at*xford' .!.1mbassador 7uickly occupied and ruled

#ndianmarkets from 2345-2358

1mbassador- 966E999T*,: 9T*,:1mbassador was widely used as a taxicab and as

ago&ernment limousine.#t was the only car with Diesel

option.1 sturdy car' ideal for #ndian markets."erception of

being less expensi&e to maintain.%arge 9paced.*&er 2; and within that time

M% wasable to bring out brands for each segment within

thenation.M did try to make some changes and upgrades

buto&erall the look and built-in 7uality remained thesame.1mbassador sales dipped badly in the year 888 but

Mne&er bothered to rationali@e the price of the brand.

E&entoday it costs o&er ,s. A88888

Indica took away the taxi

car market andthecustomers got a new


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rustling were some of the

commoncomplaints."ossible %earnings

1 brand exists in the market till it becomes dated'after

that it is &irtually impossible to re)u&enate

the brand.rand must go to the customers for new

ideas.,ationali@e the price in the light of emergingmarket.6hanges in product along with the change in

marketcan sustain the brand e&en in emerging

market.est example is

M1,T# 588

' the brand is stillsur&i&ing because it made changes along

withchanging consumer &alues and demands.

what is marketing myopia

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