Marketing Myopia

 The term 'marketing myopia' was first expressed in a

famous article of the same name written by Theodore
Levitt for the Harvard Business Review in 1960.
 In 'Marketing Myopia,' Levitt argued that many
companies incorrectly take a shortsighted approach to
marketing, viewing it as merely a tool for selling
products.
 Instead, he argued that companies should look at
marketing from the consumer's point of view.
 Example: Nokia, Pepsico, Micromax, Kodak,
Walkman
 Marketing Environment
 According to Philip Kotler, “Marketing environment
refers to external factors and forces that affect the
company’s ability to develop and maintain successful
relationship with its target customers”.

 Example: LUMAX Blubs

Vehicle
Customers Technology Tax Structure Distributors Dealers Competitors
Manufacturers
Marketing Environment

Marketing
Environment

MICRO MACRO
ENVIRONMENT ENVIRONMENT
MICRO ENVIRONMENT
 It consists of the factors close to the company that
affect its ability to serve its customers, the company,
suppliers, marketing intermediaries, customer
markets, competitors and publics.
MACRO ENVIRONMENT
 It consists of the larger societal forces that effect the
microenvironment – Demographics, economic,
natural, technological, political and cultural forces.
MICRO ENVIRONMENT
 It consists of the factors close to the company that
affect its ability to serve its customers, the company,
suppliers, marketing intermediaries, customer
markets, competitors and publics.
1. The company
 In the company, marketing managers, in formulating
plans, must take into account the other groups such as
top management, finance, R & D, Purchasing,
operations, manufacturing, HR, legal and accounting.
 All should think about the consumer and work in
harmony to provide customer value and satisfaction.
2. The suppliers.
 Suppliers form an important link in the company’s
overall customer value delivering system.
 Provide resources.
 Effects customers in developments in supplier
environment.
 Price changes, supply shortages, labor strikes, and
other events can interfere with fulfillment of delivery
promises to customers.
 Damage customer relationship in the long run.
3. The Marketing Intermediaries
 They are firms that aid the company in promoting,
selling and distributing its goods to the final buyers.
 They include middlemen, physical distribution firms,
marketing service agencies and financial
intermediaries.
4. The customers
 Customers of the company belong to consumer
markets, industrial markets, reseller markets,
government markets, and international markets.
 Tastes and preferences fluctuate.
 Brand loyalty changes.
 Only by studying the market demand and customer
related factors on the regular basis can marketers carry
out their business activities successfully.
5. The competitors
 Marketers must gain strategic advantage by
positioning their offerings strongly against
competitors’ offering in the minds on consumers.
 Each firm should consider its own size and industry
position compared to those of its competitors.

 Example: TVS Jupiter

6. The publics
 The company must also acknowledge a large group of
publics that take an interest, whether welcome or not, in its
method of doing business.
 PR department in every organization.
 Every company is surrounded by seven types of publics, as
given below
 1. Financial
 2. Media
 3. Government
 4.Citizen action
 5. Local
 6. General
 7. Internal
MACRO ENVIRONMENT
 It consists of the larger societal forces that effect the
microenvironment – Demographics, economic,
natural, technological, political and cultural forces.
1. Demographic Environment
 Demography is the study of human populations in
terms of size, density, location, age, gender, race,
occupation, and other statistics.
 Marketers keep track of Demographics.
 Examples: Working women’s market
2. The economic environment
 Economic factors
 Purchasing power and spending patterns.
 Total buying power is a function of Current incomes,
prices, savings, and credit availability.
 Industrial economies: Rich markets
 Subsistence economies: Agricultural
 Developing economies: Outstanding opportunities.
3. Natural Environment
 It involves the physical environment and the natural
resources that are affected by marketing activities.
 Marketers should be aware of several trends:
Increased shortages of raw materials.
Increased pollution.
Increased government intervention.
Example: Kingfisher Airlines
4. Technological Environment
 The technological environment is perhaps the most
dramatic force now shaping our destiny.
 Marketers should watch the technological
environment closely.
 Companies that do not keep up will soon find their
products outdated.
 If that happens, they will miss new product and
market opportunities.
 Example: SpiceXpress
5. Political environment
 It consists of laws, government agencies, and pressure
groups that influence or limit various organizations
and individuals in a given society.
6. Legal Environment
 There are legal regulations on products, prices,
distribution and promotion.
 Example: Liquor and cigarette ads
 Surrogate Ads: McDowell’s No.1
7. Cultural Environment
 It consists of institutions and other forces that affect a
society’s basic values, perceptions, preferences, and
behaviors.
 Culture is the unified result of factors like religion,
language, education and upbringing.
 Cultural characteristics that affect marketing decision
making:
Persistence of core cultural values: Local made goods.
Shifts in secondary cultural values: Influential people.
Marketing in 21st century
 Today's marketers have more choices- support, media
opportunities, and communications

 Also have more competition from varied sources-

Internet
More Communication Choices
 Companies still have access to traditional tools, such as
newspapers, radio, and television
 But also have a wide range of online tools, including
social media.
 Connect with more people in different ways than ever
before.
 Time-consuming and sometimes costly.
More Creative Options
 Technology has offered not only more options for
sharing marketing messages, but more selections for
creating these messages as well.
 Today's marketing personnel can use a range of tools
to enhance communications through graphics, sound,
and movement.
 Marketers can create do-it-yourself media that saves
both time and money.
More Consumer Choices
 More competition for businesses from many sources.
 The Internet, in particular, now allows even the
smallest organization to establish a regional, national,
or even international presence.
Social Media Streamlines Word-of-
Mouth
 Word-of-mouth has always been an important factor
in successful marketing efforts, but social media
makes this method even more of a factor.
 Consumers have the ability to interact with millions of
people in the 21st century, in sharp contrast to the days
when information was shared.
Tried and True Marketing
Techniques Still Work
 Despite the many new opportunities available to
marketers in the 21st century, tried and true marketing
techniques still work.
 Ultimately, successful marketing is about identifying a
target market, understanding its needs, and
communicating the business' compelling messages
through multiple channels.
 These marketing messages all convey how consumer
needs can be met by the business' products and
services.