3 page essay on marketing myopia

Instructions

Marketing Myopia Essay

The marketing concept consists of elements that concern market segmentation and how it relates to target markets. Also, recall that promotion is used to reach those target markets.

In this essay, define the marketing concept and summarize its relationship to marketing myopia. Give an example of marketing myopia that you have seen.

• Your essay must include an introduction.
• You must also reference at least one journal article from the CSU Online Library and one article from a business-related or news website; therefore, your essay should be supported by at least two sources.
• Your essay must be at least three pages in length and double-spaced—not counting the title and reference pages.
• All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations

Answer preview

Marketing myopia is a concept used in the realm of marketing and came into being courtesy of Theodore Levitt. He wrote about it in his widely acclaimed article on the Harvard Business Review (Patsiaouras, 2019). According to Levitt, marketing myopia revolves around the insistence of companies to base the manufacture and distribution of their services on the organization’s goals and objectives, rather than what their customers would like to see. What this means is that organizations are placing more emphasis on sales instead of marketing (Forrester, 2002). This indicates that many organizations are either not aware of this concept or just chose to ignore it. Marketing myopia is responsible for the downfall of many organizations because they roll out products without first verifying the consumer preferences of their target markets.(1081 words)