Marketing myopia

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Marketing myopia

• Macro marketing
• Theme 2, topic 5

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Marketing Theory The New Marketing Myopia
Brownlie, D Saren, M and Whittington R
Wensley, R (1994) The New Marketing Myopia
Critical Perspectives on Thery and Research in
Marketing Introduction European Journal of
Marketing Vol 28 N03, pp6-12
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Critical Perspectives

• Should we rethink marketing?
• Do we need to look beyond the application of
  marketing technology to an ever-widening range
  of organisational, social and political contexts
  and consider wider issues?

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Critical Perspectives

• The theoretical soil from which many new ideas
  spring is in danger of losing its fertility
• The soil is spread very thinly over a wide
  range of applications
• Shows a marked leaning towards the reporting
  of quantitative empirical work
• Rhetoric of marketing used to legitimise major
  organisational changes

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Ideas for Rethinking Marketing

• Undertake more in-depth ethnographic studies
  of what marketers actually do, relating the
  intentions and understandings of those managers
  to marketing actions that are subsequently
  taken
• Consider marketing in a more comparative
  perspective
• Develop a more reflexive, interdisciplinary and
  pluralistic work

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Applying this Counter Myopia Thought To Marketing
Practice
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PROCESS PLANNING Strategic/Marketing Planning
Process
? Do this
Corporate Objectives Marketing
Audit SWOT Analysis
Assumptions
Marketing Objectives Strategies
Estimated Expected
Results
Identify Alternative Plans Mixes

Implementation Programmes
Measurement Review
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PROCESS PLANNING Strategic/Marketing Planning
Process

• Context - Industrial Marketing
• Context - Services Marketing
• Context - Marketing in Small Firms
• Context - International Marketing
• Context - Consumer Marketing
• Context - Not-for-Profit Marketing
• Context - Retail Marketing

Only in Context
Corporate Objectives Marketing
Audit SWOT Analysis
Assumptions
Marketing Objectives Strategies
Estimated Expected
Results
Identify Alternative Plans Mixes

Implementation Programmes
Measurement Review
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? Do this
The Product Life Cycle
Sales
Introduction Growth Maturity
Saturation Decline
Time
10
? Do this
Product - Market Strategies
Product Diversification Product Development Mark
et Penetration Market Development
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? Do this
Merge PLC and PMS
Time
12
? Do this
Merge PLC and PMS with this
Ideal Product Development Sequence
Problem Children
Stars
High Low
Market Growth Rate
Cash Flows
Dogs
High Low
Relative Market Share
13
? Do this
Product Market Strategies And Product Life Cycle
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? Do this
Pricing Decision
Cost Oriented Pricing Competitor Oriented
Pricing Market Oriented Pricing
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? Do this
Key Marketing Strategy Scenarios

• Increase Market Share
• Consolidate Existing Markets
• Enter New Markets
• Change Market Image