Title: Marketing Myopia

Essay Details

Subject: Business
Author: Raymond D
Date: May 7, 2016
Level: University
Grade: A
Length: 2 / 530
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

This can usually be attributed to the company being complacent and having several beliefs or assumptions. These include the belief that growth is assured by an expanding and the increase of more affluent population; the belief that there is no competitive substitute for the industry's major product; and too much faith in mass production and in the advantage of rapidly declining cost as output rises...

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What these companies usually do is define themselves through the products or services they offer. They are commodity orientated, where the focus of marketing is only on the products or services the company has to offer. This approach, however reasonable it may seem, can narrow an organisation's focus and limit their ability to be competitive...

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