Marketing Concept and its Relationship to Marketing Myopia

Marketing Myopia
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Marketing Myopia
Introduction
Marketing represents one of the broad disciplines that encompass strategies applicable by business entities that help understand as well as serve markets. The marketing concept refers to a customer-centric mode of thinking that senses and responds appropriately. The concept creates room for the organization or business to locate the right products for customers, therefore, providing a solid marketing foundation. In this case, the marketing concept emphasizes on consumer needs and not directly to products and services. Marketing myopia refers to a short-sighted way of approaching marketing since it looks into the company’s needs rather than defining the company as well as its products in terms of consumer needs and wants. This essay describes the marketing concept and simultaneously summarizes its relationship to marketing myopia (Smith et al., 2010).
Relationship between marketing concept and marketing myopia
The marketing concept ensures that customers are reached with the appropriate products from the business. The marketing concept is a business philosophy that basically challenges the discussed business orientation. The concept asserts that the success in the achievement of business objectives requires that the company become more effective than competitors in creating, delivery, and communication of customer value to identified target customers. Such a marketing concept is the center of major changes in the current company orientation that provides the basis for achieving the required competitive advantage. In this case, the marketing concept philosophy provides the foundation upon which consultative selling is built. The pillars upon which marketing concept rests include; target market, customer needs as well as integrated marketing (Smith et al., 2010).
The relationship lies in the fact that selling, as well as marketing, are antithetical rather than being complementary. This is since there will always be a need for selling, of which the objective of marketing is to ensure that selling is a possibility. Both concepts require similar guidelines. Thus marketing requires publicity such as advertising, public relations, promotions as well as sales, which are key to market myopia. Further, marketing myopia focuses on customers’ desires, innovativeness, and at the same time conducting research programs, therefore, develop and implement marketing strategies associated with customer feedback received. However, both theories are relevant to the current marketing environment as perceived by Professor Levitt.
Theodore Levitt emphasized the importance of focusing on customer needs in marketing myopia, in the quest to ensure success within a firm. Levitt argues that in most instances, organizations focus ...