Defining the Marketing Concept (Essay Sample)
The essay was to define the marketing concept and summarize its relationship to marketing myopia. Give an example of marketing myopia that you have seen. Support my ideas with publicly available data sources.
it was to include an introduction, reference at least two journal articles and one article from a business-related or news website; therefore, it should be supported by at least three sources. Your essay must be at least two pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations.
Marketing Myopia
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Marketing Myopia
Marketing concept is defined as management philosophy which a firm’s goals can be best accomplished through identification and satisfaction of the customers’ stated and unstated needs and wants.
Marketing Myopia refers to the phenomenon of not being able to perceive a long term as well as more sustainable goal for a Company. Over many years, the term Myopia is being utilized in human sciences referring to nearsightedness (Level & Standish, 2007). Nearsightedness is defined as the ability to see near objects clearly but inability to perceive the far off objects. Marketing Myopia, as a term, makes it very clear the inability of the company to be able to single out the actual business in which they are.
Concept of marketing myopia, companies require to offer a more consumer centric goal to their business and think beyond just merely selling their products. The following are relevant examples of marketing myopia concepts;
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