Rues and West Bros.,an ammunition manufacturer,defines its mission as being in the ammunition-production business rather than in the arms industry.In the given scenario,Rues and West Bros.is suffering from _____.

Question

Quizplus · Accepted Answer

Rues and West Bros. defining their mission as being in the ammunition-production business instead of the arms industry suggests that they have a narrow focus on their product rather than the needs and wants of their customers. This is an example of marketing myopia.