Marketing Myopia.doc

 PAGE \* MERGEFORMAT 11 Marketing Myopia Marketing Myopia (Marketing My-opia) is a well-known marketing expert, Harvard University School of Management, Levitt (TheodoreLeuitt) Professor in 1960, a theory put forward. Marketing Myopia is inappropriate to focus on products or technical, rather than on market needs (consumer needs), and its results led to the loss of market, business, loss of competitiveness. This is because the product is only to meet the consumption needs of the market as a medium, once more fully meet the consumption needs of the emergence of new products, existing products will be eliminated. The same time, consumer demand is diverse and constantly changing, and not all consumers prefer a particular product or highest bid of a high quality product. Levitt asserted the following: market saturation, and will not lead to shrinkage of enterprises; caused by shrinkage of the real reason is that corporate marketers short-sighted and can not according to the changing needs of consumers to change marketing strategies. Marketing Myopia specific performance: Self-thought that produces the best product, not afraid of customers do not come; focus only on technology development, and ignore changes in consumer demand; focus only on internal management level, do not pay attention to the external market environment and competition ... ... Case 1: The over-obsession with product quality, loss of competitive advantage in Ireland Qin The United States Ireland Qin watch company founded since 1864 to the mid-50s of this century has been the best watch manufacturers of the United States, one of reputation. The company has long emphasized the production of high-level marketing, products, establish a quality image, and through first-class jewelry shops and department stores sales network composed of a large marketing products, sales continued to rise. However, since 1958, the company’s sales and market share began to plummet to dominance in the market began to s