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If a company such as j.b. trucking wanted to avoid marketing myopia, it should define its business as a provider of transportation solutions.
Marketing myopia asserts that companies will do better in the long run if they focus on maximising the utility of a good or product rather than focusing just on trying to sell them. Marketing myopia is a short-sighted and inward-looking strategy to marketing that prioritises meeting the immediate needs of the business over marketing from the perspective of the consumer. The term was first used by Theodore Levitt in a piece published in the Harvard Business Review. Marketing myopia occurs when a business adopts a narrow-minded marketing strategy and concentrates primarily on one component out of several potential marketing features.
A classic illustration of marketing myopia is a company that concentrates on creating high-quality items for clients who only care about pricing and ignore quality.
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