BBA 3201
The Relationship Between the Marketing Concept & Market Myopia
Columbia Southern University
BBA 3201 Principles of Marketing
The Relationship Between the Marketing Concept & Market Myopia
The marketing concept can be defined as the use of marketing data to better understand
and provide greater focus on not only needs, but also the wants, of customers (Gitman,
McDaniel, & Shah, 2018). An organization can use this data to develop marketing strategies that
will not only satisfy the needs of their customers but also allow them to accomplish the goals of
set forth by the organization. For example, when an organization identifies a consumer’s needs
and then produces a good, service, or idea that will satisfy the consumer’s needs they have used
the marketing concept.
Marketing myopia was a concept that was originally introduced by Theodore Levitt in
Harvard Business Review. Levitt describes marketing myopia as a short-sighted and inward-
looking approach to marketing which heavily focuses on the fulfilment of the organizations
needs, instead of focusing on marketing strategies from the consumer’s point of view (1960). In
this essay we will explore the intricate relationship between the marketing concept and
marketing myopia.
History and Development of the Marketing Concept
The marketing concept was introduced into the business world in the 1950’s and has been
essential in providing a solid marketing foundation for several decades, spanning from the post-
World War II to today (Haeckel, 1992). The marketing concept is comprised of focusing on the
needs and wants of customers, which will allow the organization the ability to develop products
, that set the organization apart from its competitors (Gitman, McDaniel, & Shah, 2018). These
products can be goods, services, or ideas. The marketing concept is essentially aligned towards
pleasing its customers, whether those customers be other organizations or individual consumers,
and reaping the benefits of success from doing so.
Just as the world has evolved and changed since 1950’s so has the marketing concept.
Previously, well before we had the ability to connect with thousands, or even millions, of
consumers daily thanks to advancement in technology, marketers would measure and consider
targeted markets based only on general attributes instead of getting to know and understand their
exact individual identities (Achrol & Kolter, 2012). Market segmentation is a process that has
helped marketers divide a target market into smaller and more defined groups based on similar
characteristics based on their demographics, interests, location, or needs.
A newer marketing concept approach that has been introduced recently is the holistic
marketing concept. This concept is utilized by thinking of the organization as a whole and then
takes into account its stakeholders, customers, employees, community, etc. opinions when
creating and implementing marketing strategies (Achrol & Kolter, 2012). Regardless of the
organizations industry, or size, every holistic marketing concept includes four main components,
relationship marketing, integrated marketing, internal marketing, and societal marketing (Achrol
& Kolter, 2012).
The Cause of Marketing Myopia and Why it’s Bad for Business
The definition of myopia is literally nearsightedness and/or lack of imagination, foresight,
or intellectual insight. The definition of marketing myopia, according to Theodore Levitt, is
similar; a lack of insight into what a business is doing for its customers. Marketing myopia is an
event that can occur because of many different reasons. It can happen when a company is too
focused on producing a good or a service that they either don’t spend an adequate
The Relationship Between the Marketing Concept & Market Myopia
Columbia Southern University
BBA 3201 Principles of Marketing
The Relationship Between the Marketing Concept & Market Myopia
The marketing concept can be defined as the use of marketing data to better understand
and provide greater focus on not only needs, but also the wants, of customers (Gitman,
McDaniel, & Shah, 2018). An organization can use this data to develop marketing strategies that
will not only satisfy the needs of their customers but also allow them to accomplish the goals of
set forth by the organization. For example, when an organization identifies a consumer’s needs
and then produces a good, service, or idea that will satisfy the consumer’s needs they have used
the marketing concept.
Marketing myopia was a concept that was originally introduced by Theodore Levitt in
Harvard Business Review. Levitt describes marketing myopia as a short-sighted and inward-
looking approach to marketing which heavily focuses on the fulfilment of the organizations
needs, instead of focusing on marketing strategies from the consumer’s point of view (1960). In
this essay we will explore the intricate relationship between the marketing concept and
marketing myopia.
History and Development of the Marketing Concept
The marketing concept was introduced into the business world in the 1950’s and has been
essential in providing a solid marketing foundation for several decades, spanning from the post-
World War II to today (Haeckel, 1992). The marketing concept is comprised of focusing on the
needs and wants of customers, which will allow the organization the ability to develop products
, that set the organization apart from its competitors (Gitman, McDaniel, & Shah, 2018). These
products can be goods, services, or ideas. The marketing concept is essentially aligned towards
pleasing its customers, whether those customers be other organizations or individual consumers,
and reaping the benefits of success from doing so.
Just as the world has evolved and changed since 1950’s so has the marketing concept.
Previously, well before we had the ability to connect with thousands, or even millions, of
consumers daily thanks to advancement in technology, marketers would measure and consider
targeted markets based only on general attributes instead of getting to know and understand their
exact individual identities (Achrol & Kolter, 2012). Market segmentation is a process that has
helped marketers divide a target market into smaller and more defined groups based on similar
characteristics based on their demographics, interests, location, or needs.
A newer marketing concept approach that has been introduced recently is the holistic
marketing concept. This concept is utilized by thinking of the organization as a whole and then
takes into account its stakeholders, customers, employees, community, etc. opinions when
creating and implementing marketing strategies (Achrol & Kolter, 2012). Regardless of the
organizations industry, or size, every holistic marketing concept includes four main components,
relationship marketing, integrated marketing, internal marketing, and societal marketing (Achrol
& Kolter, 2012).
The Cause of Marketing Myopia and Why it’s Bad for Business
The definition of myopia is literally nearsightedness and/or lack of imagination, foresight,
or intellectual insight. The definition of marketing myopia, according to Theodore Levitt, is
similar; a lack of insight into what a business is doing for its customers. Marketing myopia is an
event that can occur because of many different reasons. It can happen when a company is too
focused on producing a good or a service that they either don’t spend an adequate
