Marketing Myopia Marketing

Posted by Carlota on December 14, 2013
in News

Marketing Myopia (original title “Marketing Myopia”) is an article by Theodore Levitt in the Harvard Business Review, 1960, pages 45 to 46, in which warns about the danger of defining the business from the perspective of product and not the market. In this sense advanced the thesis that the definitions of business in terms of market were higher than the definitions of business in terms of product. To exemplify this situation referred to the example of the drill: We define our business, saying that our business is making or selling drills. However, we would be falling into a “marketing myopia” because actually people do not buy a drill per se, but it takes to make holes, gaps or holes in the walls or surfaces. That is, people actually buy the “hole” and not the drill.According to the author “Marketing Myopia is focusing the business from product perspective and not from the market.” Citation needed He also frequently cites the failure of the American Railway Association to define your business as: business of trains (ie, the business focus from the product) then, when they appeared in public transport buses and planes, were largely overcome. In fact his business was and is “transported people” (approached from the market), under this approach they would be attentive to the evolution of technology to bring your service or venture into the aviation sector or bus. Satisfying the same need: transportation. The “marketing myopia”, then, is to focus our business on the product and not on the need to meet in the market and consumers. In this sense, a business can be defined on three variables: consumer groups to which we turn, needs to satisfy consumers and the technology used.