Question

how does the marketing concept influence marketing myopia with example ? (justify your answer )

Answer 1

Myopia is short-sightedness and hence the term marketing myopia means when a company tends to focus on only one attribute and hence indulges in the narrow marketing rather than looking at the complete picture and forming the strategy for the long term. This is usually seen when the short term gains or targets are given a higher preference than the long run or ultimate goal of the firm. Hence the marketing strategy would change accordingly, focusing on short term.

The firms mostly indulge in such activities without thinking of the long run consequences and hence are not able to assess their real worth and capabilities.

Eg: A footwear firm focusses on producing only heels when it should look at a broader perspective and produce footwear as a complete range. This would lead to reduction in sales as the firm is being marketing myopic.

Another example could be grocery stores. They usually focus on one line of products ie grocery items These could be an unsustainable option when there would be supermarkets and other such multi utility stores which have grocery as well as other household products. The focus of grocery store is hence a marketing myopic and would be out in the long run when the supermarkets and departmental stores increase in number.

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