What is Marketing Myopia....Definition and Example How to Avoid The Indian context

 Marketing Myopia : Just like seeing water at a distance in Sahara desert.

      

        Marketing Myopia Definition, as the name suggest, is a colored or crooked perception of marketing and a short sightedness about business. The place where utmost importance is given to the three concepts ( production, product and selling), and it happens at the cost of customer and his needs leading to Marketing Myopia.

        

        The definition says organization with Marketing Myopia, don't get excited about the customer and what their actual needs, rather they totally devote themselves to the product, the production and the selling neglecting the main player, which are the customers. 

     

         Such Marketing Myopia leads to wrong understanding of the market and leading to business failure. It also leads to wrong or inadequate understanding of vary nature of business in which organizations is engaged. In Indian context various companies especially those are in the public sector, are very poor while responding to customer for after sales service. It means they are very much sure about their product that they left the customers with their grievances.

    

        The best way to avoid Marketing Myopia is to give utmost importance to researching what customer's actual need, all the Marketing activity has to be focused towards customer and their needs.

 

 will discuss on difference between sales and marketing next. 

Bye for today

Manabhanjan

manabhanjantheblogger@gmail.com

The concepts of marketing

 In the last post we discussed about the concept of marketing. Now today we will learn, how the concept of marketing came to being. There were four concepts before :--

                                                The exchange concept

                                                The production concept

                                                The product concept

                                                 The sales concept

                                         FINALLY   

                                                The marketing concept

The exchange concept :

        The exchange of a product between the seller and the buyer is the central idea here. Exchange is definitely a part of marketing , however considering exchange is the entire process of marketing is myth. Marketing holds a border concept.

 The production concept :

        The production concept dominates the thinking process of a organizations who feels marketing can be managed by managing productions. They feel that high in productions will help in lowering the price and widely accepted by customers. They can't anticipate that the customer may expecting other benefits than pricing. Again production concept is a part of marketing but not the entire process.

The product concept :

        The product concept as the name suggest, the entire focus is on providing the best quality product. It is true that a great product can attract customers, however the organizations must know weather the product is right for the targeted customers, is the pricing is right, Does it have the features the customers asking for. The organization with this concept totally engrossed with the product leaving other aspects. Again product concept is a part of marketing but not the entire process.

The sales concept :

        The sales concept as the name suggest, focuses entirely on aggressive promotions and pushing the product which is being produced. Strong publicity, heavy promotions, discounts are used to sell the products. Here the organizations forget the actual need of the customers, so they will fell pray to one time sell or no sell. They are not be able to retain the customers.

Today also a majority of people think :

                           selling and marketing are same.(biggest MYTH)

selling is a part of marketing not the whole marketing

The Marketing concept :

       Now the concept of marketing is the combination of all above concepts and also various other concepts and ideas which we will study further. 

REMEMBER THE LINE FROM MY FIRST POST : 

          MARKETING IS THE ENTIRE PROCESS WHERE THE MARKETER GOES TO THE SOCIETY , FIND THE ACCURATE PROBLEM, DESIGN A SOLUTION(PRODUCT), AGAIN CONVEY TO THE SOCIETY ABOUT THE PRODUCT WITH PROPER COMMUNICATION AND THEN SELL THE PRODUCT.

In our next meeting we discuss in detail about 

marketing myopia and in depth difference between sales and marketing.

Bye for now

Manabhanjan

manabhanjantheblogger@gmail.com

WHY , WHAT and HOW of Marketing

 

Marketing

Marketing ! marketing is indeed an ancient art of phycology, studying why, what and how of human behavior ==> summing it up as a problem ==> find  a solution to it. Finally convey back by making the society understand the why, what and how of the desired behavior, you want people to understand.

 If we research, we will find that many organizations born because of =

1) The promotor comes across a problem.

2) The owner identifies a problem/GAP in the society.

3) The promotor used a product and not satisfied with it, So started a      company with better solution.

Any company one can think up, started with any of this above concept.

SOCIETY===>>PROBLEM==>>COMPANY

                                    TO

COMPANY==>>SOLUTION==>>SOCIETY

The entire process of identifying the right problem, then designing and materializing the right solution to it. Most importantly letting the society know and understand that the respective solution is the right answer to the concern problem is Marketing. 

Some times people don't know their accurate problem.

suppose I am hungry and looking for Indian food, However if I was given Chinese, then also I will eat it and satisfy my hunger. so my problem is not the kind of food but HUNGER. It means I also don't know what I really looking for.

SO I HAVE NEED AND IT CAN BE SATISFIED WITH WANT.

So finding the need, design a want and making it available to the needy is MARKETING.

That much for today, next we will discuss on the four approach which leads to the marketing approach.

bye, 

Manabhanjan

manabhanjantheblogger.com