8.26.2004

Do You Have Marketing Myopia?

It's been 42 years since Theodore Levitt first introduced the term Marketing Myopia, and our marketing eyesight has not improved much. Even today, most companies don't market their product correctly. At the heart of the issue is focus: Marketing should focus not on product, but on the customer. Do you have Marketing Myopia as well?

MarketingProfs.com; Michael Fischler


And since we're talking about it...and since Woodman reminded me of the article...here is Levitt's "Marketing Myopia."

Every major industry was once a growth industry. But some that are now riding a
wave of growth enthusiasm are very much in the shadow of decline. Others, which
are thought of as seasoned growth industries, have actually stopped growing. In
every case the reason growth is threatened, slowed, or stopped is not because
the market is saturated. It is because there has been a failure of management.


Read Marketing Myopia

3 comments:

Greg Woodman said...

If you believe this article Altoona Pa would be Seattle today. If you do not believe this fact, you will die a terrible death, ok a slow death, just like Altoona PA.

Yet such a simple concept is so difficult to comprehend. Not saying at all that I get it fully as I still struggle of what business Affinity Connection really is in?? I think at this business our core competency is prodding volunteers "into the gym and on the treadmill" to get them and their groups HEALTHY through Entertainment?? Not exactly one word. Any help on this? In essence we take struggling affinity groups .....and prod and push them to health through regular communications (exercise) that leads to winfall pot of gold capital campaigns ( Olympic Gold)......if they do the little things ----and what seperates our "health club"----is we push them out of ocmfort zone---prod push cajole and some hate us and some love us for it......if they do not follow our prescription an take their medicine they die???

Robert Wallace said...

We too are struggling with our new "core messaging." Software? Services? Consulting? Solutions? It is great exercise, b/c is forces decisions to be made about what business you're really in. Mission, Position, Tagline, Elevator Pitch, etc...all force that thinking in order to be effective.

Dana said...

So, from this article, "Some companies, again for the first time, asked themselves whether they wished to be masters of certain technologies for, which they would seek markets, or be masters of markets for which they would seek customer-satisfying products and services. Choosing the former, one company has declared, in effect, "We are experts in glass technology. We intend to improve and expand that expertise with the object of creating products that will attract customers." This decision has forced the company into a much more systematic and customer- sensitive look at possible markets and users, even though its stated strategic object has been to capitalize on glass technology.
Deciding to concentrate on markets, another company has determined that "we want to help people (primarily women) enhance their beauty and sense of youth-fullness." This company has expanded its line of cosmetic products, but has also entered the fields of proprietary drugs and vitamin supplements."

We at Balchem are the former I believe, but the challenge becomes creating products that attracts customers rather products that you can create a need for. At least I think that is the challenge, because as a small company or division in a company, how much need can you afford to try and create?