'Marketing is selling' it is a short sighted mind set.
Marketing is a..
human activity directed at satisfying needs and wants through exchange processes
Customers needs and wants..
change, competitors erode market share, environment makes old ideas redundant
Theodore levitt said marketing myopia is..
a failure to see ahead in business (focus on the current - focus on product and not customer/ marketing orientated)
'transport' rather than trains/rail (good)
entertainment industry >
experience rather than films
The railroads serve as an example of an industry whose failure to grow is due to a limited market view.
Those behind the railroads are in trouble not because the need for passenger transportation has declined or even because that need has been filled by cars, airplanes, and other modes of transport. Rather, the industry is failing because those behind it assumed they were in the railroad business rather than the transportation business. They were railroad oriented instead of transportation oriented, product oriented instead of customer oriented.
An organization must learn to think of itself not as producing goods or services but as...
doing the things that will make people want to do business with it.
mere sighted focus on selling products rather than seeing big pictures of what consumers want.
consumers don't to buy a drill, they want a hole
railway road lines fell into decline as they thought they were in rail business rather than being providers of transportation. - instead of branching out to cars, trucks, they let other companies steal away their customers
oil and gas companies - think of themselves as energy providers - devote most of their resources to petroleum - if fail to develop alt fuels (will become company without industry)
blinded by future (thinking they are in growth industry, rather than capitalizing growth opportunities)
How to tackle
think about what business you're in - must satisfy customers - must identify new offerings to meet needs