Here is a term paper on ‘De-Marketing’. Find paragraphs, long and short term papers on ‘De-Marketing’ especially written for school and college students.
Term Paper # 1. Meaning of De-Marketing:
The concept of de-marketing is of great relevance, to countries where demands for products/services far exceed supplies.
De-marketing has been defined as “that aspect of marketing that deals with discouraging customers, in general, or a certain class of customers in particular on either a temporary or permanent basis. It includes advertising that urges the public to limit the consumption of a product, as at a time of shortage.
American Marketing Association used the term in two contexts:
1. Economic Definition:
A term used to describe a marketing strategy when the objective is to decrease the consumption of a product.
2. Social Marketing Definition:
The process of reducing the demand for products or services believed to be harmful to society
There are several issues in Public administration and Welfare that can be tackled with de-marketing techniques, which have been used in Business in several ways.
Prof. R.K. Gupta, defined de-marketing as the marketing aimed at limiting growth; practiced, for example, by governments to conserve natural resources, or by companies unable to serve adequately the needs of all potential customers
It can also be Advertising, which urges the public to limit the consumption of a product, as at a time of shortage.
It could also be viewed as strategy for pruning the marginal markets and can be used to maintain customer goodwill in times of shortages.
Term Paper # 2. Some Issues in De-Marketing by Government:
Modifying socially unacceptable behavior. Discouraging consumption of product or service that is against social interest, against ecology or is in short supply.
Some examples of urgent attention in India could be:
(i) Tourism congestion- Like Miami Florida USA; Goa, India
(ii) Consumption of Alcohol particularly by students
(iii) Modifying behavior of organizations, like Police-(1996 program launched on TV by Delhi Police)
(iv) Discouraging Tobacco consumption
(v) Discouraging Energy consumption based & environmentally hostile products
(vi) Limiting use of private cars and promotion of Rapid mass Transportation systems
Sometimes it is necessary to de-market a product.
Term Paper # 3. Types of De-Marketing:
There are two types of de-marketing:
i. General de-marketing and
ii. Selective de-marketing.
General de-marketing is used when a firm (or government) wants to de-market to everyone. For instance, the government de-markets cigarettes and alcohol (discouraged goods) and illegal drugs (a banned good).
There are situations in which a company de-markets to one specific market segment. This is called selective de-marketing. An example of this would be a resort in the Poconos that does not want the business of singles and prefers couples. Also, some areas in Florida prefer elderly vacationers and de-market to college students. This is accomplished by promoting in a way that attracts the desired target market and is unattractive to the de-marketed segment. Photographs of elderly people in a promotional brochure that describes exciting bingo nights and shuffleboard tournaments should do the trick.
De-marketing is necessary when there is a limited supply of a product and very heavy demand. In the past, gasoline was de-marketed (general de-marketing) and it is quite likely that electricity will have to be de-marketed if the supply situation does not improve soon. Water is becoming scarce in many regions and general de-marketing will be necessary. This is the reason Municipal Corporations install water meters in homes. One way to encourage conservation of water is to charge by amount of usage.
Term Paper # 4. Tools Used in De-Marketing:
Tools used to de-market include:
i. Higher prices – This is one justification for high taxes on cigarettes and liquor.
ii. Counter-advertising – e.g., counter-ads advising young people not to take crack, cocaine, or heroin.
iii. Limiting advertising – Cigarettes, for example, may not be advertised on television.
iv. Limited distribution – Alcohol may only be sold in stores with a license.
v. Warning labels.
vi. Development of substitutes for products or services
vii. Social & welfare support and Information dissemination of information
Tobacco smoking is now well recognized to be harmful to health having carcinogenic effect on human body particularly lungs. Considerable scope exists in de- marketing of tobacco products by combination of health care programs, advertising, and pricing of cigarettes. The implementation of a comprehensive package of tobacco control measures in the state of Massachusetts has led to a major fall-off in cigarette consumption and 240,000 smokers successfully quitting according to Dr. Gregory Connolly, Director, Tobacco Control Program of the state’s Department of Health.
Gregory Connolly says that the experience of Massachusetts since 1993, when it introduced a comprehensive campaign to curb smoking, shows that smokers helped to realize their ambitions to quit through comprehensive tobacco control programs. Dr. Connolly, who has visited Ireland on many occasions, says that the Massachusetts’ experience has many positive implications for the introduction of smoking cessation initiatives in Ireland.
Limiting use of car in Metros can be another case of de-marketing. Professor Chris Wright, head of the Transport Management Research Center, Middlesex University Business School, contends that traffic jams and congestion on the roads could be reduced if perceptions of the car “…as a status symbol and a convenient accessory of modern life…” are successfully challenged and changed. Professor Wright believes that bodies such as public transport corporations; local authorities, health organizations and environmental lobby groups are better placed than central government to influence public attitudes towards car use.
It is widely recognized among transport professionals that the demand for car travel – particularly in cities – must be limited in some way if the road network is to be used more efficiently,” Wright continues. “However, whilst the concept of de-marketing a product or brand has been around for a long time, when applied to private car ownership there is no easy solution for convincing individuals that they should be prepared to make only limited use of their vehicles for some sort of abstract greater good. Individuals do not necessarily see themselves as the cause of the problem and, even if they did, might still not see any personal advantage in moderating their car use.”
In practice, de-marketing car use may actually be more effective than de-marketing car ownership. Owners already put up with several barriers to car use, and they are already convinced that a lot of the traffic out there shouldn’t be cluttering up the roads. The issue is one of individual freedom set against the welfare of others.