What is dangerous marketing nearsighted

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Almost 60 years ago, back in 1960, the American economist Theodore Levitt published in the journal Harvard Business Review his article entitled “Marketing Myopia”, which means “Mermyrity of Marketing” in Russian.

How interesting and relevant is it to this day?

In his article, Levitt analyzes the activities of the large giants of the market of that time, or rather what ultimately led them into decline. The reason for this is that all these companies did not consider the possibility of competitors (not necessarily in the same industry in which the company is located) for their goods, even if he seemed indispensable to him. This blind belief in your own product and the inability to see the situation outside his market niche author gave the concept of marketing myopia.

Today, the business is full of such situations shopify website design  that are very suitable for the description of Levitte. This is due to the fact that many companies focus on sales, and not on marketing itself. On the one hand, this is good, because raising sales is one of the main tasks of marketing, and it is extremely undesirable to turn it into an end in itself, since the budget is still not rubber. However, you need to see the difference between sales and marketing. If the sales of the goods are focused on the interests of the seller, then marketing is focused on the needs and interests of the buyer. And this is the stumbling block of many manufacturers. They simply ignore the marketing process. If you consider the buyer from the sales process, then it can be anyone whom the seller can “distance” to buy this product (even if the buyer does not need this product). Marketing is a much more complex and complex process.

Studying the market and identifying the under-satisfied or completely unsatisfied consumer demand is where any business should start. Creating and developing products, searching for materials and raw materials for production is the next stage. In certain cases, the company develops and produces a new product and creates a demand for it, assuring consumers that they need this product and without it they will not do. But this, again, is impossible without marketing, as it is. Marketing strategy defines the product, but not the other way around.



How to maintain relevance in a changing market?

Of course, some manufacturers may argue that their product is unique, has no substitutes and will never have them. Do you believe this? In this century, when new developments and improvements occur almost every day, how can you be sure that your product will pass the fate of being displaced from the market by cheaper analogues? As long as you do everything to keep your product on the market and does not obsolete, competing firms will do everything exactly the opposite in order to squeegle you and take away the market share. But even here it is very important not to fall into extremes, namely, not to focus all attention on scientific developments. You can improve the product as much as you like and add new properties to it, but if it does not find a response among consumers, if there is no more demand to it, no tricks will help.