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Marketing Myopia

In: Business and Management

Submitted By jayne21
Words 661
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Plan
SIMILARITIES:
IMPORTANCE OF MANAGEMENT:
Marketing Myopia: ‘in every case the reason growth is threatened, slowed or stopped is not because the market is saturated. It is because of failure of management.’, ‘little or no attention to customers basic needs and preferences’ ‘management tends to be orientated towards the product rather than the people who consume it’, ‘they latter occupy a stepchild status. They are recognized as existing, as having to be taken care of but not worth any real thought or attention’, ‘organizational lifetime has conditioned management to look in the opposite direction (of customers satisfaction and deepest needs)’. ‘Marketing is a stepchild’, ‘the chief executive must set the companies style, its direction, its goals. . . . for unless a leader knows where he is going, any road will take him there’ ‘All effort focuses on product. The effect is marketing gets ignored.’
Market Orientation: ‘The role of senior management emerged as one of the most important factors in fostering a market orientation.’ Webster 1998 asserts that “customer orientated values and beliefs are uniquely the responsibility of top management”, Webster 1998 p 38 observes ‘if managers are evaluated primarily on the basis of short-term profitability and sales, they are likely to focus on those criteria and neglect market factors such as customer satisfaction that ensure the long term health of an organization’, ‘factors could be largely controlled by managers’, ‘factors identified could be controlled by senior managers’,
NEED FOR COMMUNICATION:
‘in order to produce these customers, the entire corporation must be viewed as a customer-creating and customer-satisfying organism’,
‘marketing intelligence must be communicated’, ‘informal “hall talk” is an extremely powerful tool for keeping employees tuned in to the customers and their needs.’, ‘responding effectively...

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