Marketing concept and Myopia Business & Marketing Essay (Essay Sample)

The Concept of Marketing and Marketing Myopia
Tamara Ndanu Mbua
Introduction
Marketing is important to many companies and businesses because it is through marketing that a company’s products and services are known by customers. Marketing today encompasses a lot of activities such as sales, promotion and advertising, market research, logistics and distribution channels, consumer behavior and retail. This is in dark contrast with the 1950s where the concept of marketing primarily involved selling only (Waheed, Yang, Ahmed, Rafique & Ashfaq, 2017, p. 58). The purpose of this essay will be to look at the concept of marketing and its relationship to marketing myopia.
Marketing and Marketing Myopia
Marketing is defined as various activities that are combined to create awareness about a product or service in a public forum (Waheed et al., 2017, p. 57). Marketing is not limited to selling, as mentioned earlier, or to market research, promotion and advertising. It involves identifying a target market, creating products or services that meet the needs of this market and identifying delivery channels to get the products/services to consumers. All these activities are done while also focusing on the generation of profits (Waheed et al., 2017).