近視眼的マーケティング

近視眼的マーケティングそのものの説明はいまいちピンとこない

顧客は商品を買うのではない。その商品が提供するベネフィットを購入しているのだ

The Myopic cultures, Levitt postulated, would pave the way for a business to fall, due to the short-sighted mindset and illusion that a firm is in a so-called 'growth industry'. This belief leads to complacency and a loss of sight of what customers want. It is said that these people focus more on the original product and refuse to adapt directly to the needs and wants of the consumer.

自分のプロダクトを使うことにこだわってしまう

To continue growing, companies must ascertain and act on their customers’ needs and desires, not bank on the presumptive longevity of their products. In every case the reason growth is threatened, slowed or stopped is not because the market is saturated. It is because there has been a failure of management.

この気持でやるのはいいと思うが、しかしここまで断言できる理由は不明

There is no such a thing as a growth industry. There are only companies organized and operated to create and capitalize on growth opportunities.

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