UGM June 2019 Q26
- Option : C
- Explanation : Many companies make the great mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. So, we can state that these companies sell a product, rather than provide a solution to a need. Levitt (1960) was the first one to name this situation as «marketing myopia », described as companies that are so taken with their products that they focus only on the existing wants while losing sight and forgetting about the underlying customer needs. So, companies focusing only on their products can lead to marketing myopia. The product orientation could lead to the company failure, since the product management focuses in inward-looking, while customer preferences, tastes, and demands can undermine the product-led company (Levitt, 1960). Therefore, we can state that this marketing orientation comprises a great risk, since it focuses too narrowly on the company operations and production, forgetting that a product is only a tool to solve a consumer's needs.
