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