As discussed in the Unit I Lesson, the marketing concept consists of elements that concern market segmentation and how it relates to target markets. Also, recall that promotion is used to reach those target markets.

In this essay, define the marketing concept and summarize its relationship to marketing myopia. Give an example of marketing myopia that you have seen. Your essay must include an introduction. You must also reference at least one journal article from the Online Library and one article from a business-related or news website; therefore, your essay should be supported by at least two sources.

Your essay must be at least three pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying APA citations.

Resources on the Myopia

Gallo, A. (2016, August 22). A refresher on marketing myopia. Harvard Business Review Digital Articles, 2-5.

Richard, M. D., Womack, J. A., & Allaway, A. W. (1993). Marketing myopia: An integrated view. The Journal of Product and Brand Management, 2(3), 49.

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