marketing myopia


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marketing myopia

the tendency for firms to take a narrow view of the MARKETS they currently serve based upon their present product offerings and thus to ignore broader market opportunities. For example, a producer who viewed his market solely as that for ‘potato crisps’ would be ignoring the potential for selling related products into the much broader ‘snack products’ market. See PRODUCT-MARKET MATRIX.
References in periodicals archive ?
Factor-market rivalry, factor-market myopia, marketing myopia, competitive blind spots
First, it prevents us from falling into the trap of marketing myopia where we may be locking ourselves in a dying industry.
It looks like the perfect time to attack old-world constraints and incarnate a new universe of sorts that addresses all affiliate marketing myopia the industry has suffered so far.
Many green products have failed because of green marketing myopia that can occur when green products fail to provide credible, substantive environmental benefits, and has led to ineffective products and consumer reluctance.
As yet, there's little sign that manufacturers have realised this, and they are in danger of falling into the classic trap of marketing myopia.
Marketing myopia today could include being unaware that young homebuyers have lifestyles and values that are markedly different from their parents' preferences.
His landmark article expounding this theory, Marketing myopia, appeared in Harvard Business Review in 1960 and is one of the most requested reprints from that journal, having sold over 500,000 copies.
In a stroke, the new competition has been devalued by use of administrative vision that owes more to marketing myopia than to the tournament title Twenty20.
So it is that mass market retailing has gained an important new competitor--and Kmart has once again proven that it has lost the marketing myopia that characterized its activities through the 1970s.
Almost" because Eckerd started on its road to recovery just a year ago, a victim of mismanagement and marketing myopia.
That was an argument Theodore Levitt made in his classic 1975 article on marketing myopia.
Firms suffering from marketing myopia define their businesses in terms of a product rather than a need or a benefit that customers seek.
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