Precizion is a company that makes digital cameras. Since the early 2000s, the company has lost a considerable portion of its customer base due to the entry of smart phones on the market. These days most consumers use their smartphones to take pictures.

1.Use Theodore' Levitt's concept of "marketing myopia" to explain Precizion's loss of customers.

 2.Precizion has decided to reposition their offering by targeting consumers who want higher-quality photographs. These may be professional photographers, as well as photography enthusiasts who desire features such as powerful zoom and manual controls that smartphone cameras don't offer.

Help the company succeed in this transition by explaining to them what motivates consumers to purchase a product. In particular, select TWO (2) factors that influence consumer motivation (Tip: think about the "motivation" section of the lesson on MAO). Explain what each of these two factors is and how it might influence consumers' motivation to purchase Precizion's digital cameras.

Answer rating: 100% (QA)

1 Marketing Myopia Explanation The concept of marketing myopia introduced by Theodore Levitt suggests that businesses often fail not because they are ... View the full answer