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Demarketing
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Demarketing
Demarketing may be considered “unselling” or “marketing in reverse”, which includes general and selective demarketing.
Although the concept of demarketing lacks a precise theoretical definition, it refers to an attempt by the firm to discourage all or some of its customers from making purchases either temporarily or permanently. Since the initial interests in the subject area of how to market strategically in times of shortages began, different viewpoints have been offered as to how the firm should pursue demarketing.
While there are many definitions of demarketing—the common thread is the intent to decrease demand.
Businessdictionary.com defines demarketing as: Efforts aimed at discouraging (not destroying) the demand for a product which (1) a firm cannot supply in large-enough quantities, or (2) does not want to supply in a certain region where the high costs of distribution or promotion allow only a too little profit margin. Common demarketing strategies include higher prices, scaled-down advertising, and product redesign.
According to Websters dictionary, demarketing is “The use of advertising to decrease demand for a product that is in short supply.”
A few other definitions include one from DictionaryReference.com: “Advertising that urges the public to limit the consumption of a product, as at a time of shortage. Companies can lessen input cost to the product so that the consumer may not buy from them and choose other alternative product since the quality is lessen. Companies can then allot the saved money to other products they offer to gain more sales”
The All Business dictionary defines demarketing as: Marketers attempt to reduce the demand for a product when the demand for the product is greater than the manufacturer's ability to produce it.
While demarketing may seem relatively new, it has in fact been around for decades. In 1971 Phillip Kotler and Sidney Levy introduced the expression “demarketing” in a Harvard Business Review article titled “Demarketing, Yes, Demarketing.”
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Demarketing
Demarketing may be considered “unselling” or “marketing in reverse”, which includes general and selective demarketing.
Although the concept of demarketing lacks a precise theoretical definition, it refers to an attempt by the firm to discourage all or some of its customers from making purchases either temporarily or permanently. Since the initial interests in the subject area of how to market strategically in times of shortages began, different viewpoints have been offered as to how the firm should pursue demarketing.
While there are many definitions of demarketing—the common thread is the intent to decrease demand.
Businessdictionary.com defines demarketing as: Efforts aimed at discouraging (not destroying) the demand for a product which (1) a firm cannot supply in large-enough quantities, or (2) does not want to supply in a certain region where the high costs of distribution or promotion allow only a too little profit margin. Common demarketing strategies include higher prices, scaled-down advertising, and product redesign.
According to Websters dictionary, demarketing is “The use of advertising to decrease demand for a product that is in short supply.”
A few other definitions include one from DictionaryReference.com: “Advertising that urges the public to limit the consumption of a product, as at a time of shortage. Companies can lessen input cost to the product so that the consumer may not buy from them and choose other alternative product since the quality is lessen. Companies can then allot the saved money to other products they offer to gain more sales”
The All Business dictionary defines demarketing as: Marketers attempt to reduce the demand for a product when the demand for the product is greater than the manufacturer's ability to produce it.
While demarketing may seem relatively new, it has in fact been around for decades. In 1971 Phillip Kotler and Sidney Levy introduced the expression “demarketing” in a Harvard Business Review article titled “Demarketing, Yes, Demarketing.”