Marketing Myopia

Marketing is the systematic process of deliberately stimulating demand for, and sales of products and services; possibly including precise target of consumers; selection of some attributes or styles to make selling more effective; and lastly, the encouragement of public awareness of new ideas and merchandise. Marketers have to take into account all these aspects while carrying out marketing activities for any business enterprise. Marketing is an important tool of business owners in promoting their goods and services to public. There are many marketing techniques that are being used for attracting customers. One of them is radio advertisement, television advertising, brochure printing, and the mailing of handbills.

Some of the marketing techniques seem to be quite effective in drawing public attention to the product or service offered by a firm. However, marketing myopia leads to unproductive search of customer base. Marketing is a very specialized field as there are different techniques used in each area of activity such as selling concept, selling process, purchasing process, and other aspects involved.

The most useful tools for effective marketing management are the marketing concept, selling process, marketing techniques and social marketing concepts. Marketing theories include social marketing, institutional marketing, and brand marketing. Social marketing focuses on the reputation management aspect of selling. It also involves the creation of a feeling of community within a specific location and product or service. Marketing techniques include retail marketing, promotional marketing, and media marketing. On the other hand, marketing concepts includes the following: Brand marketing, consumer marketing, and brand positioning.