Marketing Myopia

Marketing Myopia Essay

Why we talk about the marketing myopia when some companies consider that they have glasses that let them see the situation of their company? All is based form a viewpoint, superficiality. We should observe our environment completely, sometimes the conclusion is that the market is saturated and that’s not reasonable.

When we talk about error of Analysis we don't have to define an industry at all, because it might have more growth opportunities. For example in the industry of dry cleaning there was a moment of boom because it was safely and easily to clean clothes but few years later it declines not because other competitors ( Better ways of cleaning ) declines because there was new synthetic fibers and chemical additives that have cut the need for dry cleaning. In this example Theodore shows that we must analyze not only the product in the moment, also realize that there’s a costumer achieving the new products.

Also we got a bad concept of business because we are thinking in selling and not in providing, we are exchanging products instead of benefits. An important factor that makes the enterprises myopic its when they sell a product successfully they get so blind that they don’t take the best decisions and they don’t think that their products are not eternal and that another product can replace it. We have another situation, when enterprises manufacture massive products, mass production makes them think only in production and reducing costs, that makes them centralized their strategic thinking in sales and instead of marketing, and sales isn’t marketing, that’s why that big companies begin to decrease because they aren´t satisfying consumers needs.

The correct way to make a good decision for our company is to analyze the problem and the environment globally. In the environment of marketing there are many invisibles barriers that don’t allows us to see the reality so sometimes we think that nothing is wrong when we actually got a big problem, and we take out wrong conclusions.

We got an example of the most brilliant marketer in American story: Henry Ford, brilliant because he fashioned a production system designed to satisfy market needs. His real genius was marketing, mass production was the result, not the cause of his low prices. He give the market a lesson about his policy: reduce the price, extend the operations and improve the article. The more usual way is to take the costs and then determine the prices.

Theodore suggests that businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products. The paper shows us that we most understand, first the mind of the costumer because the customer’s experience defines the product, his perspective alone describes the value. Ultimately, his decisions derive the success. Customers buy because product

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