Clarification of Question by
jorja-ga
on
10 Apr 2003 16:34 PDT
Hi Jeremy what the three questions I have to answer are
1. could marketing myopia occur inaustralia give example?
In answer to this I have discussed the decline of 'fish and chip'
shops
2. serach for and provide examples of industries that have overcome
marketing myopia in Australia.
In answer to this I have discussed, Hills Industries, an Australian
company that has diversified its product range to meet consumer needs
3. This is the main question I am stuck on, search for and provide
examples in an Australian context of a company that has concentrated
on manufacturing magnitudea, These type of companies seek big volumes
and operating efficiencies instead of understanding and serving many
discrete and sometimes small makrekt segments, rather than going after
a perhaps mythical batch of big or homogeneous customers. This type or
organisation, produce salesmen who know the product more than they
know the customer, they are more adept at explaining what they have
and what it can do than learning what the customers needs an problems
are. The result has been a narrow product orientation and service
often suffered. Companies have attempted to serve customers by
creating complex and beautifully efficient products or services that
buyers are either too risk averse to adopt or incapable of learning
how to employ, in effect, there are now steam shovels for people who
haven't yet learned to use spades.
So this is what I need to have info on, the name of an Australian
industrial-products type company that has suffered decline because of
this narrow thinking, and how this happened.
