You are correct to say that marketing myopia involves a focus on a product rather than on consumers. It occurs when a firm feels it has a great product in a growth market. The firm therefore focuses simply on producing the product as well as it can and selling it to as many people as it can. This can be very dangerous if it causes the firm not to notice that consumers want something else. For example, if a film company in 1995 had been focused solely on making and selling film, it would not have realized that film was about to be replaced by digital. It would have died as a result of marketing myopia.