Marketing Myopia

Topics: Petroleum, Marketing, Petroleum industry Pages: 2 (485 words) Published: January 10, 2011
Marketing Myopia
Industries growth has stopped due to the failure of management the top executives, railroad business because they focus on sciences not on the customers. To keep growing industries must focus on customers’ needs and wants then solely on their products. Many companies are endangering their business due to improper defining of their purposes. DuPont, corning and aluminum industry flourished because they were customer oriented. Taking example of Dry cleaning; has reduced in a remarkable way and may sooner be diminished. Grocery stores have been replaced by super markets. There is nothing like a growth industry but there is an expansion that is because the companies organize themselves to create growth opportunities. Self-deceiving cycle has four conditions.

1. Growth is due to increase in population.
2. Believing that there will be no substituent for any major product. 3. Mass production and declining unit cost for output increase. 4. Preoccupation with a product.
The belief that increasing customers will increase your business have a negative impact as you will yourself not bother to expand your business. The petroleum industry thinks that there is no competitor as there is no substitute of oil but many refineries have such huge stock of oil that they can be a threat. Firstly the crude oil was greatly demanded as kerosene was used for lamps until the bulb was invented and the heaters were started with coal burns. If the company would have been product oriented the business would be ended but they started refining the crude oil and made uses out of each product of crude oil. Oil has proved to be the strongest growth and millions of barrels is consumed daily. Production pressure to some companies such as advertisement and commercials are sometimes this much great that they try to get aid of it. But in all this we forget marketing and focus on the needs of seller and marketing fulfill the customer need. Industries now spend billions of...
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