WHAT IS MARKETING MYOPIA
6. What is marketing myopia? If a movie theater company had a myopic orientation, how might it state
its business purpose? If the movie theater company avoided a myopic orientation, how would its
business purpose change?
ANS:
Defining a business in terms of goods and services rather than in terms of the benefits customers seek
is called marketing myopia, which implies a narrow, short-term orientation. This orientation can
threaten the survival of an organization.
If a movie theater had a myopic orientation, it might state its business as "selling tickets to movies." A
better business statement for the theater would be "to provide convenient entertainment."
PTS: 1
REF: 32
OBJ: 02-4
TOP: AACSB Communication
KEY: CB&E Model Strategy
MSC: BLOOMS Level V Synthesis