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Marketing Mayopia | Dtech Systems

WHAT BUSINESS ARE YOU REALLY IN?<br>Find out what Marketing Myopia is and how to see the "Big picture".

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Marketing Mayopia | Dtech Systems

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  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 Companies need to Consider: Consider: What Business Are What Business Are They They Really Really In? In?

  4. Three Key Ideas There is no such thing as a growth industry. Your product is not your business. Focus on customer’s needs, not your capabilities.

  5. There’s 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 Not Your Business Railroads 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 product— not vice versa, as it should be.” —Theodore Levitt 7

  8. The Four Myths

  9. 1 THE FOUR MYTHS THE FOUR MYTHS Myth #1 BELIEF BELIEF An ever-expanding and more affluent population will guarantee our growth. RESULT RESULT We focus on products, not customers’ needs.

  10. 2 THE FOUR MYTHS THE FOUR MYTHS Myth #2 BELIEF BELIEF There is no competitive substitute for our industry’s major product. There is no competitive substitute for our industry’s major product. RESULT RESULT We fail to innovate.

  11. 3 THE FOUR MYTHS THE FOUR MYTHS Myth #3 BELIEF BELIEF We can protect ourselves through mass production. RESULT RESULT We focus on selling instead of marketing.

  12. 4 THE FOUR MYTHS THE FOUR MYTHS Myth #4 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@dtechsystems.co www.dtechsystems.co

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