In their provocative article " Demarketing, Yes, Demarketing, " Kotler and Levy ( 1971 ) distinguish three types of demarketing situations.
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Kotler and Sidney Levy developed the idea of demarketing, which organizations must employ to reduce overall or selective demand when demand is too high.
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They observed that consistent with ostensible demarketing, Cialdini ( 1985 ) suggests a psychological tendency for humans to want things that are less available.
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The logic then follows that demarketing would adapt this structure to serve the opposite purpose of reducing the consumer base and discouraging demand for a product and service.
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Furthermore, demarketing would seek to increase availability of the alternatives and highlight the downside of the product or service, therefore making it less attractive to consumers.
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Although Kotler and Levy ( 1971 ) emphasized the need for careful research into these phenomena, little effort has been devoted to the formal study of demarketing by marketers.
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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.
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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.
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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.
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Recently though the demarketing of these harmful behaviors has started to occur slowly over the years, the focus of social and youth marketing has shifted from reinforcing positive behavior in favor of discouraging abusive behaviors.
