All facets of the organization must be involved with assessing and then satisfying the consumer wants and needs. It is a modern philosophy for dynamic, long-run organizational growth. V. Avoiding Marketing Myopia A.Marketing myopia is marketing nearsightedness. It is the failure of marketers to recognize the scope of their business. Future growth is endangered when management is product oriented rather than customer oriented.
Marketing myopia is often characteristic of organizations that are too narrowly defined.
B.Are those whose primary objectives are something other than making a profit. C. Have multiple publics, such as their clients and their funders. Often lack a clear organizational structure. Elements of a Marketing Strategy A. A target market is a group of consumers toward whom the firm decides to direct its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences. B.Once the target market has been selected, the marketing manager directs activities toward satisfying that segment through the use of four strategy elements which, when combined, are called the marketing mix.