Defining a business in terms of goods and services rather than in terms of the benefits customers seek.

Defining a business in terms of goods and services rather than in terms of the benefits customers seek.

• A. Mass Market
• B. Marketing Plan
• C. Marketing myopia
• D. Market Orientation

Answer: (C)

Defining a business by the goods and services it produces instead of by the benefits those offerings provide to customers is marketing myopia. This mindset focuses on the product itself rather than the problem it solves or the value it delivers to the customer. When a company view its identity through the lens of what it makes, it risks missing changes in customer needs or new ways to meet those needs, leaving it exposed to competitors and disruption. That’s why this description best fits marketing myopia: it highlights the shortsighted, product-centered view. The other ideas don’t fit this specific issue. A mass market describes targeting a broad audience, a marketing plan is a document outlining activities, and market orientation is a philosophy of aligning with customer needs, not defining the business by its products.

Defining a business by the goods and services it produces instead of by the benefits those offerings provide to customers is marketing myopia. This mindset focuses on the product itself rather than the problem it solves or the value it delivers to the customer. When a company view its identity through the lens of what it makes, it risks missing changes in customer needs or new ways to meet those needs, leaving it exposed to competitors and disruption. That’s why this description best fits marketing myopia: it highlights the shortsighted, product-centered view.

The other ideas don’t fit this specific issue. A mass market describes targeting a broad audience, a marketing plan is a document outlining activities, and market orientation is a philosophy of aligning with customer needs, not defining the business by its products.