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

1 comment:

Bob 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.