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Marketing Myopia Marketing Myopia is the failure to define an organization's purpose in terms of its function from the consumers' point of view. For example, railway companies that define their markets in terms of trains, rather than transportation, fail to recognize the challenge of competition from cars, airlines, and buses. It is therefore necessary to define the needs of the consumer in more general terms rather than product-specific terms. Marketing Myopia is the short sighted …

…and most successful companies in the world. (They have had ups and downs since then, but at the end of the day, IBM listens to their customers. That's why they are a leader in e-commerce today.) As these examples indicate, a market orientation is much healthier for you and your business in this fast-changing world. But now the politically correct answer is "We are in business to make customers, keep customers, and maximize customer profitability."