Cullen and MacNeil's is a printing press. It currently faces a threat from the electronic media. The company primarily views itself as a printing company instead of a company that delivers the benefits that the consumers want. In the given scenario, Cullen and MacNeil's outlook is an example of _____.
A) marketing myopia
B) attitude inoculation
C) positive disconfirmation
D) marketing dissonance

Question

Quizplus · Accepted Answer

Cullen and MacNeil's outlook is an example of marketing myopia, which refers to a narrow-minded focus on the company's products instead of delivering what the consumers want. The company views itself as a printing company and may miss the shift towards the electronic media that consumers are demanding.

Cullen and MacNeil's Is a Printing Press