In the 90’s apple was just a mere and pure computer company. Successful business empires proved that diversification is really important for a business to grow and survive in the market. To avoid destination marketing myopia, keep this question in focus: What can our destination offer to meet the specific needs of our visitor?
Friday November 8th is the last day to sign on for Black Friday or Cyber Monday CampaignsThe holidays are a time of celebration and excess. Over the past half century, marketers have given their advice on how to avoid Marketing Myopia. It’s simple. The problem with this approach is that the advice has been taken too seriously thus resulting in a new type of myopia, which … Harvard Business Review recently published a fantastic video on the concept of Marketing Myopia. Quite simply, that distance affords us (and you) a bigger and broader perspective.We’re simply an additional lens you can use to augment your current resources, and gain the direction and clarity you need to see the opportunities that will allow your business to truly thrive.If you think your business could use a strategic marketing partner, let’s get in touch. Moderation becomes a foreign concept during the time of year when youâre not sure if Mariah Careyâs âAll I Want for Christmasâ is playing for the one trillionth time as ambient music somewhere in the distance or itâs become the unwitting background track to your life. These two clashing concepts leave you with something that feels a lot like a hangover.Marketing myopia is a theory coined by economist and Harvard Business School professor Theodore Levitt. Avoiding Marketing Myopia. Itâs a strategy that focuses more on selling a product than providing a solution to a problem.When you look at your strategy and continue pushing for sales into the new year there are a few questions you should ask yourself:This oneâs easy. In essence, marketing myopia is a common mistake, which is made by newbie sales professionals and marketing communicators. If you donât youâll get left behind and someone else will fill that void in the market. Avoiding marketing myopia means to continuously evolve research, advertise, recognize consumer needs or go out of business. Looking to gain a greater understanding of your visitor? Engineers love the defined nature of machines, production lines, and balance sheets.
Invoking the medical condition of myopia, commonly known as nearsightedness, Levitt posits that marketing should be customer-centric and companies should aim to be solution-based.Marketing myopia is marketing a product based on short-term interests like an aggressive sales goal rather than having a clearly thought out plan that favors longevity. Itâs a strategy that overlooks the purpose of your company.
They primarily focus on the fact that the customer is the most important element in marketing and hence the sole focus should on them. Marketing myopia is an academic term that dates way back to 1960.
Does your product perform that function?Now you have two options, continue to develop your product or donât. If the top management of an organization includes many scientists and engineers, then they will most likely be in favor of dealing with controllable variables. How To Avoid Marketing Myopia.
Take a look at your marketing. Whatâs the focus? If there is one thing you take out of this entire report, your business must be customer-oriented to avoid experiencing marketing myopia. Levitt argued that leaders should answer the question, “What business are we really in?”. Agency as Lens: How to Avoid Marketing Myopia Marketing Myopia. Example 1: Pepsi cola was always falling behind Coca Cola, until it decided to expand their business.
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