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Sometimes the demand for a product substantially begins to outpace the supply. Known as overfull demand, it is defined as a state in 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 deals with attempts to discourage customers in particular on either a temporary or permanent basis.Overfull demands – Overfull demands happen when the companies manufacturing capacity is limited but the demand is more than the supply. This can be observed in the cement industry occasionally. Generally, most cement industries have limited manufacturing capacity. And hence, brand switching in cement industry is high. Many companies use de marketing techniques to counter act overfull demands. This is because if the company keeps marketing, but it is not able to supply the material, then the company might suffer badly in brand equity.
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