Sometimes the demand for a product substantially begins to outpace the supply. Known as overfull demand, it is defined as a state in which demand exceeds the level at which the marketer feels able or motivated to supply it. It is essentially the reverse of faltering
demand. The task of reducing overfull demand is called demarketing. More formally, demarketing deals with attempts to discourage
customers in general or a certain class of customers in particular on eithera temporary or permanent basis. There are two major types of demarketing situations: general demarketing and selective demarketing. General demarketing is undertaken by a seller when he wants to discourage overall demand for his product. This can arise for two quite different reasons. First, he may have a temporary shortage of goods and wants to get buyers to reduce their orders. This situation was faced by Eastman Kodak when it introduced its Instamatic
camera in the early 1960s and faced runaway demand; by Wilkinson Sword in the early 1960s when dealers besieged it for the new stainless steel blade;and by Anheuser-Busch in the late '60s when it could not produce enough beer to satisfy demand. Second, the seller's product may suffer from chronic overpopularity, and he may want to discourage permanently some demand rather than increase the size of his plant. This situation is faced by small restaurants that suddenly are "discovered," but the owners do not want to expand; by the John F. Kennedy Centre of the Arts in Washington, which draws larger crowds than it can handle resulting in vandalism, damage to the property, and high cleaning bills; by certain tourist places, such as Hawaii, where the number of tourists has become excessive in terms ofthe objective of achieving a restful vacation; and by the Golden Gate Bridge in San Francisco, where authorities are urging motorists to reduce their use of the bridge. U.S. electric power companies are demarketing certain uses of electricity because of the growing shortage of power generation facilities. Several of the far Western states are actively demarketing themselves as places to live because they are becoming overcrowded. Selective demarketing occurs when an organization does not wish to reduce everyone's demand but rather the demand coming from certain segments of the market. These segments or customer classes may be considered relatively unprofitable in themselves or undesirable in terms of their impact on other valued segments of the market. The seller may not be free to refuse sales outright, either as a matter of law or of public opinion, so he searches for other means to discourage demand from the unwanted customers. Many examples could be
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บางครั้งความต้องการใช้ผลิตภัณฑ์มากเริ่ม outpace การจัดหาวัสดุ เรียกว่าอุปสงค์ overfull มันถูกกำหนดให้เป็นสถานะความต้องการเกินกว่าระดับที่ตลาดที่รู้สึกได้ หรือแรงบันดาลใจให้ใส่มัน จึงเป็นการย้อนกลับของ falteringความต้องการ เรียกงานลดอุปสงค์ overfull demarketing ขึ้นอย่างเป็นกิจจะลักษณะ demarketing ตกลงกับพยายามกีดกันลูกค้าทั่วไปหรือระดับของลูกค้าโดยเฉพาะอย่างยิ่งเป็นการชั่วคราว หรือถาวร eithera มีสองประเภทหลักของ demarketing สถานการณ์: demarketing ทั่วไปและใช้ demarketing Demarketing ทั่วไปจะดำเนินการ โดยผู้ขายเมื่อเขาต้องการกีดกันความต้องการโดยรวมสำหรับผลิตภัณฑ์ของเขา นี้สามารถเกิดขึ้นจากสาเหตุสองประการค่อนข้างแตกต่าง ครั้งแรก เขาอาจมีสินค้าขาดชั่วคราว และต้องการรับซื้อลดการสั่งซื้อ สถานการณ์นี้ต้องเผชิญ โดยอีสต์แมนโกดักเมื่อจะนำตัว Instamaticcamera in the early 1960s and faced runaway demand; by Wilkinson Sword in the early 1960s when dealers besieged it for the new stainless steel blade;and by Anheuser-Busch in the late '60s when it could not produce enough beer to satisfy demand. Second, the seller's product may suffer from chronic overpopularity, and he may want to discourage permanently some demand rather than increase the size of his plant. This situation is faced by small restaurants that suddenly are "discovered," but the owners do not want to expand; by the John F. Kennedy Centre of the Arts in Washington, which draws larger crowds than it can handle resulting in vandalism, damage to the property, and high cleaning bills; by certain tourist places, such as Hawaii, where the number of tourists has become excessive in terms ofthe objective of achieving a restful vacation; and by the Golden Gate Bridge in San Francisco, where authorities are urging motorists to reduce their use of the bridge. U.S. electric power companies are demarketing certain uses of electricity because of the growing shortage of power generation facilities. Several of the far Western states are actively demarketing themselves as places to live because they are becoming overcrowded. Selective demarketing occurs when an organization does not wish to reduce everyone's demand but rather the demand coming from certain segments of the market. These segments or customer classes may be considered relatively unprofitable in themselves or undesirable in terms of their impact on other valued segments of the market. The seller may not be free to refuse sales outright, either as a matter of law or of public opinion, so he searches for other means to discourage demand from the unwanted customers. Many examples could be
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