The marketing myopia theory was originally proposed by Theodore Levitt. The theory states that marketers should look towards the market and modify the company and products accordingly rather than looking towards your own company, its potential and then catering the market. The needs of the market should receive first priority.
Theodore levitt asks a very interesting question as an example for marketing myopia. His question is, if Hollywood were into television rather than movies, wouldnt it have profited more? This is true because as we know the major crowd of hollywood is concentrating into making movies and actually money is more into television.
Thus, if hollywood would have catered to the television market, they would have earned more. And Theodore levitt’s marketing myopia theory has turned right as hollywood has entered television with renowned movie maker twentieth century fox as well as sony televisions and other channels.
Source:
http://www.marketing91.com/marketing-myopia/
