Marketing Myopia : A complex Marketing concept

Marketing Myopia is a term used in marketing which has been written by Theodore Levitt. Basically this concept talks about short sightedness of an Industry or any product or services by company or marketers. In this post I will write about this concept in brief with example for better understanding. According to Mr. Levitt they started talking about first Railroads. In case of railroads there was not a fault in management however there were fault in vision of long term. They took railroads only in terms of railways instead of taking in entire Transportation solution. This concept say that instead of taking it in one way of solution they should take in to in a way of entire solution. So, this is what we called as Marketing Myopia. They are giving excuse that car and other transportation services have destroyed the drastic growth of this sector. Again there is time to think out of the box. Second example is the Bollywood industry again there is also same problem. In case of Bollywood what happened they started making movies and only movies instead of providing entire Entertainment solution. Industry started making movies without seeing entertainment area. Author says that that's what the reason was that TV came in picture with big threat for this industry. So, the lesson here is that instead of making solution of one problem you need to solve the problem from scratch. Third example talks about Dry cleaning industry. In this case Industry was growing with very high pace but when chemical and other fabric washing powder or liquid came they gone out. We have multiple of example of this concept so I am keeping it short. Now that above was example of Industry further I will highlights some examples from Products.

You can see that what happened with ambassador car after leading long time in marketing they became victim of Marketing myopia. The reason for failure of ambassador could be no competition, no technology and other things But more complex reason was Myopia. Company could not understand changing needs of consumers. They were totally product oriented instead of customer oriented. Company should have done some sort of changing because ambassador was at the maturity stage. So, according to marketing philosophy when your product comes at maturity stage you need to done innovation, modification and promotion for go ahead. In second example author says that without solving a problem marketer needs to remove the problem from scratch. They says that for problem of rat company developed mousetrap but this is not the end solution because on daily basis rat will come and you will catch them and this cycle will go long time. Instead of developing mousetrap company should make any chemical or other solution to solve the rat problem from scratch. So, Now I think concept is clear according to my view for solving this problem company can do things reverse to problem which occurs. Means to say have a long term vision, customer centric process, development of product at maturity stage, tracking preferences of consumers over a period of time.