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Resolving the jeopardies of consumer demand: Revisiting demarketing concepts

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  • Chaudhry, Peggy E.
  • Cesareo, Ludovica
  • Pastore, Alberto

Abstract

Demarketing is a way for managers to cope with excess and/or undesirable demand for their products or services. In this article, we revisit the original framework and modify the classification scheme of demarketing concepts introduced by Kotler and Levy to reflect more contemporary issues. Previously, general demarketing topics addressed ways to curb excess demand due to temporary shortages, chronic overpopularity, and product elimination—all from a microenvironmental perspective. Herein, we add macroenvironmental concepts of protective demarketing and preventive demarketing. Formerly, selective demarketing addressed either undesirable or unprofitable consumption of the legitimate product/service; today, however, many firms across several sectors are fighting against the undesirable consumption of illegitimate products/services, such as pirated and counterfeit goods. We thus introduce the notion of combative demarketing. We conducted personal interviews with several industry experts to provide insight regarding current demarketing tools. Our discussions highlighted various measures that managers can employ to manage consumer demand, including using smaller packaging to reduce sugar/fat content, increasing the price of water, limiting visitor access to national parks, and educating consumers to identify counterfeit goods.

Suggested Citation

  • Chaudhry, Peggy E. & Cesareo, Ludovica & Pastore, Alberto, 2019. "Resolving the jeopardies of consumer demand: Revisiting demarketing concepts," Business Horizons, Elsevier, vol. 62(5), pages 663-677.
    • Handle: RePEc:eee:bushor:v:62:y:2019:i:5:p:663-677
    DOI: 10.1016/j.bushor.2019.05.002
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    References listed on IDEAS

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    1. Chaudhry, Peggy E. & Stumpf, Stephen A., 2013. "The challenge of curbing counterfeit prescription drug growth: Preventing the perfect storm," Business Horizons, Elsevier, vol. 56(2), pages 189-197.
    2. Cesareo, Ludovica & Stöttinger, Barbara, 2015. "United we stand, divided we fall: How firms can engage consumers in their fight against counterfeits," Business Horizons, Elsevier, vol. 58(5), pages 527-537.
    3. Peggy E. Chaudhry, 2017. "The looming shadow of illicit trade on the internet: botnets, malware and malvertising," Chapters, in: Peggy E. Chaudhry (ed.), Handbook of Research on Counterfeiting and Illicit Trade, chapter 15, pages 366-384, Edward Elgar Publishing.
    4. Chaudhry, Peggy E., 2017. "The looming shadow of illicit trade on the internet," Business Horizons, Elsevier, vol. 60(1), pages 77-89.
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    Cited by:

    1. C. Michael Hall & Kimberley J. Wood, 2021. "Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic?," Sustainability, MDPI, vol. 13(3), pages 1-15, February.
    2. Salem, Mohammed Z. & Ertz, Myriam & Sarigӧllü, Emine, 2021. "Demarketing strategies to rationalize electricity consumption in the Gaza Strip-Palestine," Renewable and Sustainable Energy Reviews, Elsevier, vol. 143(C).
    3. Fiona Kigen & Marike Venter de Villiers, 2024. "Decoding the Symphony of Satisfaction, Commitment and Trust as Predictors of Customer Loyalty in Demarketing Situations," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 235-249, September.
    4. Chao‐Hung Wang & Wei‐Jr Juo, 2024. "Sustainable environmental performance: The mediating role of green reputation in the choice of green marketing or green demarketing," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 1756-1768, May.

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