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Marketing Myopia Marketing Myopia is short sightedness or narrow ness of a company to define its business. It may be of product oriented or customer oriented. Product orientation – Company defines itself as a product producer of quality of product at low cost. (Product concept-an old marketing concept) Customer orientation- Company define itself as a satisfier of customer needs and wants (Modern Marketing concept). Both concepts are good, holds good at a certain level but beyond that leads Myopia. Because Marketers do think we are doing good and getting profit, but they don’t consider “what will be the future of competition”. Managers prefer to work in same industry in which they were recruited first; even companies prefer Managers from same sector in which they are dealing. It is also a cause of leading Marketing Myopia. Human resource department should recruit Managers from different- different industry, so that problems can be scrutinised and
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