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Essay

Marketing Myopia

Essay specific features

 

Issue:

Business

 

Written by:

David G

 

Date added:

March 15, 2016

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 530

 

Was viewed:

2564 times

 

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Essay content:

This can usually be attributed to the company being complacent and having several beliefs or assumptions. These include the belief that growth is assured by an expanding and the increase of more affluent population; the belief that there is no competitive substitute for the industry's major product; and too much faith in mass production and in the advantage of rapidly declining cost as output rises...
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What these companies usually do is define themselves through the products or services they offer. They are commodity orientated, where the focus of marketing is only on the products or services the company has to offer. This approach, however reasonable it may seem, can narrow an organisation's focus and limit their ability to be competitive...
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