IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v62y2019i5p663-677.html
   My bibliography  Save this article

Resolving the jeopardies of consumer demand: Revisiting demarketing concepts

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681319300722
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2019.05.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nnanna P. Azu & Philip A. Nwauko, 2021. "Evaluating the Effect of Digital Transformation on Improvement of Service Trade in West Africa," Foreign Trade Review, , vol. 56(4), pages 430-453, November.
    2. Chohan, Raeesah & Paschen, Jeannette, 2023. "NFT marketing: How marketers can use nonfungible tokens in their campaigns," Business Horizons, Elsevier, vol. 66(1), pages 43-50.
    3. Canh Phuc Nguyen & Thanh Dinh Su, 2022. "When ‘uncertainty’ becomes ‘unknown’: Influences of economic uncertainty on the shadow economy," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 93(3), pages 677-716, September.
    4. Paolo Spagnoletti & Federica Ceci & Bendik Bygstad, 2022. "Online Black-Markets: An Investigation of a Digital Infrastructure in the Dark," Information Systems Frontiers, Springer, vol. 24(6), pages 1811-1826, December.
    5. Alexander Davidson & Marcelo Vinhal Nepomuceno & Michel Laroche, 2019. "Shame on You: When Materialism Leads to Purchase Intentions Toward Counterfeit Products," Journal of Business Ethics, Springer, vol. 155(2), pages 479-494, March.
    6. Wilcock, Anne E. & Boys, Kathryn A., 2014. "Reduce product counterfeiting: An integrated approach," Business Horizons, Elsevier, vol. 57(2), pages 279-288.
    7. Pittiglio, Rosanna, 2023. "Counterfeiting and firm survival. Do international trade activities matter?," International Business Review, Elsevier, vol. 32(5).
    8. Park, Andrew & Wilson, Matthew & Robson, Karen & Demetis, Dionysios & Kietzmann, Jan, 2023. "Interoperability: Our exciting and terrifying Web3 future," Business Horizons, Elsevier, vol. 66(4), pages 529-541.
    9. Qin, Yao & Shi, Linda Hui & Song, Lei & Stöttinger, Barbara & Tan, Kang (Frank), 2018. "Integrating consumers’ motives with suppliers’ solutions to combat Shanzhai: A phenomenon beyond counterfeit," Business Horizons, Elsevier, vol. 61(2), pages 229-237.
    10. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Exploring consumer behavior regarding counterfeiting: how product category, product attributes, purchase situation and consumers' motivations profiles impact behavior regarding counterfeits and genuin," Post-Print hal-02396977, HAL.
    11. Chaudhry, Peggy E., 2017. "The looming shadow of illicit trade on the internet," Business Horizons, Elsevier, vol. 60(1), pages 77-89.
    12. André Le Roux & Marinette Thébault & Yves Roy, 2019. "Do product category and consumers' motivations profiles matter regarding counterfeiting?," Post-Print hal-02396896, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:62:y:2019:i:5:p:663-677. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.