Question

Cullen and MacNeil's is a printing press. It currently faces a threat from the electronic media. The company primarily views itself as a printing company instead of a company that delivers the benefits that the consumers want. In the given scenario, Cullen and MacNeil's outlook is an example of _____.

Answer 1

Answer:

Marketing myopia

Explanation:

Marketing myopia is a term that describes a situation in which a business or company is more focused on the products it offers rather than the customers. This term was coined by Theodore Levitt. Cullen and MacNeil’s can be said to be suffering from marketing myopia as the company’s program doesn’t take account of the changing lifestyle of the customers which tends to align towards electronic media, and as such would only be assuming there are no competitive substitutes for whatever products they are offering. We can say the company does not have the interest of customers at heart.