Which of the following marketing management orientations is most likely to lead to marketing myopia?
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Show Quiz #1 Marketing Management Section E and F Date:__________________ Roll No:_____________________ Circle the correct option. 1) When backed by buying power, wants become ________. A) social needs B) demands C) physical needs D) self-esteem needs E) exchanges 2) A(n) ________ is some combination of products, services, information, or experiences offered to consumers to satisfy a need or want. A) market offering B) value proposition C) demand satisfaction D) need proposition E) evoked set 3) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs? A) selling myopia B) marketing management C) value proposition D) marketing myopia E) the product concept 4) When marketers set low expectations for a market offering, the biggest risk they run is ________. A) disappointing loyal customers B) decreasing customer satisfaction C) failing to attract enough customers D) failing to understand their customers' needs E) incorrectly identifying a target market 5) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities. A) exchange B) marketing C) management D) production E) customer relationship management 6) Selecting which segments of a population of customers to serve is called ________. A) market segmentation B) positioning C) customization D) target marketing E) managing the marketing effort 21)Which of the following marketing management orientations focuses primarily on improving efficienciesalong the supply chain?21)______A)production conceptB)product conceptC)social marketing concept D)selling conceptE)marketing concept22)Which of the following marketing management concepts is most likely to lead to marketing myopia?22)______ Get answer to your question and much more 23)The ________ concept is aligned with the philosophy of continuous product improvement and the beliefthat customers will choose products that offer the most in quality, performance, and innovative features.23)______ Get answer to your question and much more 24)The product concept says that a company should do which of the following?24)______
Get answer to your question and much more 25)"Build a better mousetrap and the world will beat a path to your door" reflects the ________ concept.25) ______A)sellingB)target marketingC)productD)marketingE)production 26)Which concept calls for aggressive selling and focuses on generating transactions to obtain profitablesales?26)______ Get answer to your question and much more 27)Which concept holds that achieving organizational goals depends on knowing the needs and wants oftarget markets and delivering the desired satisfactions better than competitors do?27)______ Get answer to your question and much more 28)A firm that uses the selling concept takes a(n) ________ approach.28)______ Get answer to your question and much more D)customer serviceE)outside-in29)According to the production concept, consumers will favour products that are ________ and ________.29)______A)segmented; convenientB)satisfying; quality focusedC)in high demand; hard to findD)available; affordableE)advertised; affordable 30)Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization. Having acustomer department rather than a marketing department, as suggested by Kelleher, is an example ofa(n) ________ perspective.30)______ Get answer to your question and much more 31)Though often criticized, the selling concept is particularly appropriate and effective with which of thefollowing types of products?31)______ Get answer to your question and much more Upload your study docs or become a Course Hero member to access this document Upload your study docs or become a Course Hero member to access this document End of preview. Want to read all 39 pages? Upload your study docs or become a Course Hero member to access this document Tags Marketing, Customer relationship management, partner relationship management Which marketing management concept leads to marketing myopia?Marketing Myopia, first expressed in an article by Theodore Levitt in Harvard Business Review, is a short-sighted and inward-looking approach to marketing that focuses on fulfilment of immediate needs of the company rather than focusing on marketing from consumers' point of view.
What leads to marketing myopia?Ignoring or neglecting what your customers want or expect from your brand is one of the top causes of marketing myopia. Not listening to your customers' suggestions, requests, or feedback and, as a consequence, not improving your products or services, will gradually cause your business to develop marketing myopia.
In which concept there is a problem of marketing myopia?What is marketing myopia? The myopia that Levitt describes is a lack of insight into what a business is doing for its customers. Organizations invest so much time, energy, and money in what they currently do that they're often blind to the future.
What is marketing myopia and its examples?Levitt used the railway industry as an excellent example of marketing myopia. The railway industry once believed that people would always rely on trains to get from A to B. But what the railroad bigwigs didn't realize was that they weren't in the railway industry, but the transportation one.
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