Marketing Myopia A fast food outlet might be in the business of satisfying hunger quickly, cheaply and conveniently A national airline might be in the business of moving passengers to and from a variety of destinations quickly safely, comfortably and smoothly A car manufacturer might be in the business of giving people the freedom and flexibility to transport themselves and/or their families for work, educational or leisure purposes A hairdresser might be in the business of helping people to feel pampered, more attractive and more confident wwctrip. com hts reserved, Zou deqian Market Offerings Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want B RBU7 13 © Copy rights reserved, Zou Deqiang Marketing Myopia • A fast food outlet might be in the business of satisfying hunger quickly, cheaply and conveniently. • A national airline might be in the business of moving passengers to and from a variety of destinations quickly, safely, comfortably and smoothly. • A car manufacturer might be in the business of giving people the freedom and flexibility to transport themselves and/or their families for work, educational or leisure purposes. • A hairdresser might be in the business of helping people to feel pampered, more attractive and more confident. • www.ctrip.com 14 © Copy rights reserved, Zou Deqiang Market Offerings • Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want