Marketing Myopia Essay Example | Topics and Well Written Essays - 1000 words - 2

Marketing Myopia - Essay ExampleTherefore, an efficient marketer would c befully plan and adopt strategies which are node point and would try to build juicy customers relationships. In this article, the author says that marketers today focus on production and selling rather than adopting customer oriented strategies. He urges marketers to abridge on their industries and plan their activities strategically in order to remain competitive. He also tries to motivate the marketers to study the needs of the customers to make profitable customer relationships. The main focus of this article is on providing customer value and following a customer oriented approach. The article revolves around the customer oriented approach as presented 52 years ago only if can still be applied to the modern world approaches these days. In this article, the author portrays that a lot of notees in many industries have been declining or going through the declining stage, not because of saturation of the m arket but because of the shortcomings of the management. The main setback is the inability of managers to concentrate on customers and find current customer needs. ... In order to find current customer needs and wants, marketers need to carry out effective merchandise research and provide only those goods and services which are actually wanted by the customers. The author gives the example of the railway business and the reasons for its decline. He explains that the railroad business concentrated on their railways instead of the benefit of transportation that it provided. Other industries were able to take away their customers not because the demand for transportation decreased (it actually increase), but because the railway business itself gave another(prenominal) s the opportunity of taking away their customers. The author states that the main reason for their decline was that they were product oriented instead of world customer oriented. Another example was of the Hollywood in dustry which concentrated on the movie business instead rather than providing entertainment to the viewers. This gave way to TV which was customer oriented and providing true entertainment to the viewers. These examples give a clear indication that being product oriented can prove to be very ruinous for the company as a whole and may even force it to go out of business. There are hundreds of such examples that we see everyday and therefore, marketers as well as managers should make sure that the business adopts those strategies which are customer oriented instead of being product oriented. The main purpose of these examples is that the author wants to sight the managers and marketers that a single approach of whether being product oriented or market oriented can affect their entire organization and it disregards all the other plans and work done by the management. If the marketers main focus is on the product and its attributes rather than on the customer and his