Marketing Mayopia | Dtech Systems (1)

1

• Marketing Myopia

2
What Is Marketing Myopia?

• Focusing too narrowly on selling products and
  services

Missing the big picture of what consumers
really want
3
Companies need to Consider  What Business Are
They Really In?
4
Three Key Ideas

• There is no such thing as a growth industry.
• Your product is not your business.
• Focus on customers needs, not your capabilities.

5
Theres No Such Thing as a Growth Industry

• The history of every dead and dying growth
  industry shows a self-deceiving cycle of
  bountiful expansion and undetected decay.
• Theodore Levitt

6
Your Product Is NotYour Business

• Railroads
• Product oriented
• Focused on railroads

• Transportation
• Customer oriented
• Focused on customers needs

7
Focus on Customers Needs, Not Your Capabilities

• The marketing effort is still viewed as a
  necessary consequence of the productnot vice
  versa, as it should be.
• Theodore Levitt

8
The Four Myths
4
9
Myth 1
1

• THE FOUR MYTHS

• BELIEF
• An ever-expanding and more affluent population
  will guarantee our growth.

• RESULT
• We focus on products, not customers needs.

10
Myth 2
2

• THE FOUR MYTHS

• BELIEF
• There is no competitive substitute for our
  industrys major product.

There is no competitive substitute for our
industrys major product.

• RESULT
• We fail to innovate.

11
Myth 3
3

• THE FOUR MYTHS

• BELIEF
• We can protect ourselves through mass production.

• RESULT
• We focus on selling instead of marketing.

12
Myth 4
4

• THE FOUR MYTHS

• BELIEF
• Technical research and development will ensure
  our growth.

Technical research and development will ensure
our growth.

• RESULT
• We think our products will sell themselves.

13
The Cure for Marketing Myopia

• Think broadly about the business you are in.

Create a customer-oriented company.
14
Thank You
You can contact us at
00966 56 100 4748 info_at_dtechsystems.co www.
dtechsystems.co