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Marketing Management

DEMARKETING

EXECUTIVE SUMMARY

Demarketing is an attempt or device to reduce or limit demand for consumption of a specific product or service on a permanent or temporary basis. This attempt can led to an outcome of excessive demand which may have some effects on the objectives of an organization. Therefore, demarketing is able to be applied on both private or public sector goals. Marketing is basically dealt with the problem of increasing or stimulating demand in terms of over supply. The use of the 4P's of the marketing concept, however, becomes the focal point of this objective. Marketing focuses on the defining the firm's goals, recognized the important market, and understand the needs and desires of the customers. A firms, at the same time, might be hampered with the problem of customer mix and marketing mix decision.
Demarketing can be used as a device to decrease or reduce total demand, or types of demand and uses in relation to a particular stage of supply. Once a firm acknowledges that demarketing is a must, then all the marketing approaches can be applied. Marketing has been suggested as importance to the dilemma of decreasing demand as well as to the dilemma of increasing demand. Demarketing should not be classified as mere marketing in the opposite side where the 4P's of the marketing are used to reduce demand. If demarketing is implemented appropriately, then firm is able to enjoy a viable future and a more secure, predictable short run.
DEMARKETING

Introduction

Demarketing, the methods that have been used to reduce market demand for a particular item or product. Demarketing usually involves the alterations of marketing mix variable to effect lesser demand when it is bigger than an organization can or able to tackle the situation. Oftentimes, demarketing methods involve raising prices, reducing advertising and promotion expenditures, or deleting product benefits. Usually, demarketing may be intended to decrease demand either...