Marketing myopia refers to a short-sighted focus on products instead of customer needs. Theodore Levitt coined the term to describe companies that want to sell existing products without considering changing customer demands. Marketing myopia can be prevented by adopting a marketing concept focused on customer satisfaction rather than just the product. Examples provided in the document show how companies like Kodak and Sony fell victim to marketing myopia by not adapting to new technologies that better served customer needs. The document recommends companies take a solution-centric, customer-centric approach and be aware of potential substitutes to avoid suffering from a narrow focus on their existing products.