Question

Marketing Myopia: Clearly Explain what do you think Audi A3 should do in order to avoid Marketing Myopia. (300 words)

Answer 1

These points explains to avoid marketing myopia

1.Vision for marketing as a practice that involves incorporating stakeholders beyond the customer in creating value for firm and society. This doesnt mean that customers are unimportant, bt it is to recognizing stakeholders who also need marketing attention.

2. Manager must give importance to give priority to competing stakeholder claims reflects stakeholder power, legitimacy and urgency. Power and legitimacy together creates authority. To achieve certain ends and because of perceptual factors managers must pay certain kind of attention to certain kind of stakeholders.

3. Companies must identify stakeholders expectations and issue of concern.The successful brand like Audi should be those who satisfy both the functional needs of customers and address their concerns as citizens and concerns about environment and social justice.

4. Company Audi make effort to consider the interest of different stakeholder in decision making by researching the expectation of stakeholders. Marketing expertise can lend itself for the better understanding of stakeholder needs.

5. Shifting the narrow focus on customers to stakeholder orientation if the businesses need to prosper and have a strong and stable growth.