Academic literature on the topic 'Demarketing'
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Journal articles on the topic "Demarketing"
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AL-Samydai, Mahmood Jasim, and Rudaina Othman Yousif. "The Role of Demarketing in Reducing Electricity Demand." International Journal of Business and Management 13, no. 1 (December 18, 2017): 209. http://dx.doi.org/10.5539/ijbm.v13n1p209.
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The current study aims to examine the influence of demarketing in reducing the demand for electricity in Jordan. According to (Kotler and Levy. 1971) the demarketing is based on three strategies (general demarketing strategy, selective demarketings strategy and ostensible demarketing strategy). The philosophy of demarketing based on creating better and healthier environment for community and it represents an important tool to determine the consumption of a certain product permanently or temporarily.Demarketing considered an important tool that is used to limit demand or consumption, or rationalize its use, of a certain product or service, permanently or temporarily (fuel electricity, water, etc.) due to the rarity of these resources and their importance, economically, to countries. It is used to limit the use of some products that damage public heath, society, and community (like smoking, alcohol, controlled medication and narcotics, etc.). This paper shows the benefit from the general demarketing to influence the demand of electricity.The researchers depended on secondary resources represented by the available literature. In addition, the researcher depended on designing a questionnaire composed of 27 questions that were implemented on a sample of 592 consumers. The information collected was based on a primary exploration study with the purpose of constructing and designing a study model.Many factors were inserted within study model has been developed according to literatures related to the subject. Thus, this study questionnaire consisted of six dimensions, which are the general demarketing strategy, (advertising, campaigns, perception, price, solar energyand and reference group) and the demand of electricity. The development of six hypotheses was based on the dimensions of the study.All six hypotheses were accepted as well as the seventh hypothesis, concerning the relationship of the link between the components of the study model. The statistical analysis has shown that the positive correlation between components consisted of strong correlation (positive relationship) between each component of demarketing and the reducing the demand for electricity. Researchers faced number of difficulties while conducting this study. Many consumers do not agree with the questionnaire, there is no clear understanding of the concept of reverse marketing, and there are not many studies that deal with this field. The importance of this study is reflected through the effective role of demarketing that can play in influencing the reducing of demand for electricity, and improve them, towards rationalization of electricity consumption.
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Golden, Linda L., and Andrea J. Suder. "Disease Demarketing." Health Marketing Quarterly 11, no. 3-4 (August 9, 1994): 105–24. http://dx.doi.org/10.1300/j026v11n03_10.
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Farquhar, Jillian Dawes, and Julie Robson. "Selective demarketing." Marketing Theory 17, no. 2 (December 23, 2016): 165–82. http://dx.doi.org/10.1177/1470593116679872.
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Selective demarketing is a strategic option for a firm to manage customers who are or are likely to be a poor fit with its offering. Research has investigated related areas such as customer profitability and relationship dissolution but, as yet, studies have not offered a robust conceptualization of selective demarketing. Based on research into value co-destruction, this study argues that these customers effectively destroy value by misusing or misunderstanding how to integrate their operant resources with those of the firm. As firms exist within a wider service system, this failure to integrate resonates throughout the system. To demarket selectively, firms should develop and deploy higher order operant resources to disengage with or discourage these customers. This study develops a conceptualization of selective demarketing through adopting a firm and systems perspective derived from value destruction.
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Matshonisa Seeletse, Solly. "Demarketing strategy to develop perceived product reputation: applications in three distinct environments." Problems and Perspectives in Management 14, no. 4 (December 23, 2016): 230–35. http://dx.doi.org/10.21511/ppm.14(4-1).2016.12.
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This paper illustrates ‘demarketing’ and its uses to improve product image in the customers’ viewpoints. Three events stimulated the investigations. First, a leading political party lost local municipal elections in a large South Africa metropolitan. Second, a reputable soccer club lost many fans to other teams. Thirdly, a local confectionary lost clients. Investigations took place in the three settings (soccer, politics and confectionary business). The respondents were known clients or fans of the original entities, who had defected to rivals. A questionnaire was used to collect data. The entities apparently ignored the services promised to clients. Despite them being dissimilar entities, similarities occurred in the way they lost favor with their clients. The study identified demarketing as a common factor. Demarketing was applied by the rivals, and was imbedded in their policies. People and entity representatives’ used demarketing strategies to lure clients. The paper recommends that demarketing should be applied to control the market. Also, it recommends that agile competitors should augment normal marketing with demarketing to optimize marketing results. Keywords: demarketing strategy, demand, perception, product quality. JEL Classification: D47, M14, M31, M37
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Hall, C. Michael, and Kimberley J. Wood. "Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic?" Sustainability 13, no. 3 (February 2, 2021): 1585. http://dx.doi.org/10.3390/su13031585.
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Demarketing is generally recognized as that aspect of marketing that aims at discouraging customers in general or a certain class of customers in particular on either a temporary or permanent basis and has been increasingly posited as a potential tool to degrow tourism and improve its overall sustainability, particularly as a result of so-called overtourism. The paper provides an overview of the various ways in which demarketing has been applied in a tourism context and assesses the relative value of demarketing as a means of contributing to sustainability and degrowing tourism. It is argued that demarketing can make a substantial contribution to degrowing tourism at a local or even regional scale, but that the capacity to shift visitation in space and time also highlights a core weakness with respect to its contribution at other scales. The paper concludes by noting that the concept of degrowth also needs to be best understood as a continuum of which demarketing is only one aspect.
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Gülşen, Umut, Hüseyin Yolcu, Pelin Ataker, İlke Erçakar, and Sevil Acar. "Counteracting Overtourism Using Demarketing Tools: A Logit Analysis Based on Existing Literature." Sustainability 13, no. 19 (September 24, 2021): 10592. http://dx.doi.org/10.3390/su131910592.
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Over the past few decades, demarketing has come up as an unorthodox but potentially strong approach that can be used to counter the negative effects of oversaturation in tourism destinations. This study investigates the difference that demarketing strategies can make on mitigation efforts towards overtourism in destinations across the globe by conducting a meta-analysis of the previous literature examining various case studies on the topic. This study approaches demarketing efforts against overtourism through the lens of the 4Ps of marketing: price, place, product, and promotion. The results of the logit model designate price as the only significant predictor in the mitigation of overtourism through demarketing, with the other three falling short. The findings are enhanced through various other predictors from the literature as well as government effectiveness in the destinations. Moreover, the driving forces such as environmental concerns and community satisfaction have proven to be significant factors as well.
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Kim, Jaesoo, and Dongsoo Shin. "Price Discrimination with Demarketing." Journal of Industrial Economics 64, no. 4 (December 2016): 773–807. http://dx.doi.org/10.1111/joie.12129.
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Judt, Ewald, and Claudia Klausegger. "Was ist eigentlich … Demarketing?" Zeitschrift für das gesamte Bank- und Börsenwesen 65, no. 6 (2017): 420. http://dx.doi.org/10.47782/oeba201706042001.
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Rocha, Ana Raquel Coelho, and Leticia Moreira Casotti. "Selective and “veiled” demarketing from the perspective of black female consumers." Organizações & Sociedade 25, no. 87 (December 2018): 610–31. http://dx.doi.org/10.1590/1984-9250874.
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Abstract This study sheds light on the perspective of Black female consumers in regard to certain effects of marketing initiatives adopting the literature on demarketing as a framework. The context examined is their experience with the market of hair beauty and care. Media actions are analyzed along with narrative interviews in order to understand the phenomenon. The findings reveal a dominant structural pattern which perpetuates the marginalized status of Black women’s natural traits. Emerging market initiatives point to movements concerning the visibility of these female consumers, who despite being eager to consume, have their demand discouraged. This suggests that they perceive selective and veiled demarketing as one of the results of marketing actions. The analysis invites for theoretical reflections on demarketing and veiled racism in Brazil.
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Medway, Dominic, Gary Warnaby, and Sheetal Dharni. "Demarketing places: Rationales and strategies." Journal of Marketing Management 27, no. 1-2 (December 16, 2010): 124–42. http://dx.doi.org/10.1080/02672571003719096.
Full textDissertations / Theses on the topic "Demarketing"
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Honauer, Silvan. "Demarketing Der Umgang mit unerwünschten Kundengruppen /." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/02603272002/$FILE/02603272002.pdf.
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Kern, Christine Luise, and n/a. "Demarketing as a tool for managing visitor demand in national parks: an Australian case study." University of Canberra. Languages, International Studies & Tourism, 2006. http://erl.canberra.edu.au./public/adt-AUC20061114.125254.
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Nature-based tourism and recreation is a growing phenomenon around the world. In
Australia, nature-based tourism represents an important part of the tourism sector and is to
a large extent dependent on protected areas such as World Heritage areas, marine parks
and national parks. While tourism and recreation can benefit protected areas, some are
under pressure from visitation and marketing should play a role in managing visitor
demand. To this end, a number of authors have suggested demarketing as a management
tool to address situations of excess visitor demand, however, research on demarketing in
protected areas is limited. To address this research gap, this thesis examines the use of
demarketing in Australian national parks that face excess visitor demand using a case study
on the Blue Mountains National Park. The thesis investigates factors that contribute to high
visitor demand for the park, the use of demarketing to manage demand and factors that
influence when and how demarketing is applied. Demarketing is 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. In protected areas specifically,
demarketing is concerned with reducing visitor numbers in total or selectively and
redistributing demand spatially or temporarily.
Six factors that contribute to high visitor demand for the national park were identified
including the attractiveness of the park, its proximity to Sydney and the fact that the park is
a renowned destination with icon sites. It was established that no holistic demarketing
strategy is currently employed in the park and that the demarketing measures that are
applied are not consciously used as demarketing. The measures used in the Blue Mountains
National Park were discussed according to their association with the marketing mix
components (4 Ps). Demarketing measures related to �product� include limiting
recreational activities by defining specific areas where they can be conducted, limiting the
duration of activities and closures of sites or features in the park. The measures related to
�place� are the use of a booking system, limiting visitor numbers and group sizes,
commercial licensing and limiting signage. Measures related to �price� are not extensively
used in the park. The promotional demarketing measures applied include stressing
restrictions and appropriate environmental behaviour in promotional material and nonpromotion
of certain areas or experiences in the park. Importantly, these demarketing
measures are not employed across the whole park or for all user groups, but are used for
certain experiences in specific contexts and circumstances.
Three types of factors influence the use of demarketing in the Blue Mountains National
Park: pragmatic considerations, resource considerations and stakeholder interests.
Pragmatic considerations include the feasibility and effectiveness of certain demarketing
measures, which are influenced by the specific context of the national park. Resource
considerations relate to financial, human and temporal resources and the findings suggest
that a lack of resources influences and at times inhibits the use of demarketing measures. It
was also found that various stakeholders have a profound influence on the use of
demarketing measures. The stakeholder groups have diverse interests and therefore
influence the use of demarketing in different ways by supporting or impeding certain
measures.
Based on the findings and limitations of this study, recommendations for government and
future research are made. These emphasise among others the need for more consistent and
comprehensive collection of visitor information to tailor management actions more
effectively. It is also suggested that a more conscious and holistic application of
demarketing measures may help to manage visitor demand to parks proactively to ensure
that the resource remains for future generations.
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Roets, Christiaan Rudolf Quintus. "Black Generation Y students' attitudes towards the demarketing of smoking and alcohol consumption / Christiaan Rudolf Quintus Roets." Thesis, North-West University, 2013. http://hdl.handle.net/10394/10116.
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As societies across the world are facing grim problems regarding the consumption of tobacco products and alcohol, the Governments of these societies are adapting their strategies to reduce the consumption of these harmful products. These demarketing strategies are implemented to discourage the use of these products and increase the health of consumers. These strategies include a strenuous legal limit when driving under the influence of alcohol, enforcing the placement of warning labels on both cigarette packages as well as alcoholic beverages. Also included are penalties when failing to adhere to these laws, increasing prices, limiting the availability, restricting promotion and advertising, the list goes on. It is therefore seen fit to examine the attitudes of black Generation Y students’ towards the demarketing of smoking and alcohol consumption, because of the research gap concerning black Generation Y students. The primary purpose of this research study was to conclude the attitudes towards the demarketing of smoking and alcohol consumption amongst black Generation Y students within South Africa, and more specifically the Vaal Triangle region. The target population for this study comprised black Generation Y students, aged 18 to 24. A non-probability convenience sample of 200 respondents at each of the two higher education institutions was randomly chosen to participate in this research study making the total sample size 400. A self-administered questionnaire was handed out to each of the respondents to complete. The questionnaire consisted of three sections; Section A – demographical information, Section B – tobacco questionnaire and Section C – alcohol questionnaire. It was required of the respondents to complete the three sections, indicating their agreement or disagreement towards demarketing on a five-point Likert scale. The literature review included in this study comprised marketing as an organisational philosophy and function, market segmentation, targeting and positioning, as well as demarketing. The traditional marketing mix, consumption patterns within South Africa concerning smoking and alcohol, demarketing as a form of social responsibility were also discussed. The term demarketing, the marketing mix in terms of demarketing and the Generation Y cohort were also included within the literature review. The main finding obtained from the main survey questionnaire was that black Generation Y students’ had a positive attitude towards the demarketing of smoking and alcohol consumption. The remaining findings obtained are discussed in order to enhance the understanding of the black Generation Y students’ cohort attitudes. The recommendations for this study are given to guide the successful implementation of demarketing of cigarettes and alcohol. It is concluded from the research, that black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption is positive, and that they are in favour of persuading consumers to reduce consumption and ultimately quit the consumption of these products. Therefore, organisations and the Government should continue to implement these
demarketing strategies towards smoking and alcohol, especially amongst the black
Generation Y students.Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013
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Amsso, Laila Hanna, Jad Merhebi, and Kristian Kocevski. "Hur gröna är gröna initiativ, egentligen? : En studie om den hållbarhetsrelaterade marknadsföringens inverkan på kritiska antikonsumenter." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26621.
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Allt fler företag börjar engagera sig i viktiga miljöfrågor till följd av den allvarliga klimatkrisen och pandemin har varit en bidragande faktor till detta uppvaknande. Det här är något som är synbart i företags olika marknadsföringskampanjer. Samtidigt växer antikonsumtionsrörelsen och vi börjar se ett bredare intresse för ekovänliga initiativ runt om i världen. Studiens syfte växte fram utifrån båda dessa frågor parallellt. Detta har lett oss till att upptäcka ett gap inom detta fält där vi lagt märke till att tidigare studier huvudsakligen har fokuserat på att förstå varför individer väljer att motstå konsumtion, medan ett fokus på hur antikonsumenter uppfattar marknadsföring, saknas. Syftet med denna kvalitativa studie är att sprida ljus över antikonsumtion och värva en djupare förståelse för antikonsumenters perception av, och association till, olika marknadsföringsstrategier. I denna studie har vi använt oss av attributionsteori som en guide för vår analys av resultatet. Vi har därtill använt oss av en innehållsanalys för att analysera transkriberingen av de semistrukturerade intervjuerna som vi genomförde med antikonsumenter. Resultatet av denna studie visar på att antikonsumenter i sin helhet är skeptiska till alla olika initiativ av marknadsföring. Antikonsumenter tillskriver motiv till företags marknadsföring och associerar i stort sett gröna initiativ till greenwashing. Däremot tenderar antikonsumenter till att ha en mer positiv inställning till green demarketing. Sex olika nyckelkategorier har identifierats och verkar ha en stor betydelse för hur marknadsföring percipieras. Dessa kategorier är – “Kvalitet – viktigare än reklam”, “Marknadsföring skapar onödiga behov”, “Referensgrupper starkare än marknadsföring”, “Transparens – fundamentalt i marknadsföring”, “Skepticism inom CSR-initiativ” och “Cirkulär marknadsföring uppskattas”. Denna uppsats är skriven på svenska.Many companies are starting to become engaged in environmentally related questions due to the severe climate crisis today, and the pandemic has in fact contributed to this awakening. This is something that is quite remarkable in the marketing campaigns of companies. At the same time, the anti-consumption movement is growing steadily and we are starting to see a broader interest in eco-friendly initiatives all around the world. The purpose of this study grew from the interest of both of these issues simultaneously. This led us to discover a gap in this field where we’ve noticed that previous studies have focused mainly on understanding why individuals choose to withstand consumption, whereas a focus on how anticonsumers interpret marketing, is missing. The purpose of this qualitative study is to shed light on anti-consumption and gain a deeper understanding of anticonsumers’ perception of, and association to, different marketing strategies. In this study we used attribution theory as a guide for our analysis of the result. In addition to that, we have used a content analysis method to analyse the transcriptions of the semistructured interviews we held with anticonsumers. The result of this study shows that anticonsumers are overall sceptical of all different marketing initiatives. Anticonsumers attribute motives to companies' marketing and, broadly speaking, they associate greenwashing to green initiatives. On the other hand, they are more positively inclined towards green demarketing. Six different key categories have been identified and seem to have a broad significance for how marketing is interpreted. These categories are – “Quality – more important than advertisements”, “Marketing creates unnecessary needs”, “Reference groups are stronger than marketing”, “Transparency – fundamental in marketing”, “Skepticism within CSR-initiatives” and “Circular marketing is appreciated”. This essay is written in swedish.
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Barrento, Marta Joana de Abreu. "Caso Marca Portugal : Troiaresort." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10448.
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Mestrado em Ciências EmpresariaisCom processo de globalização surgiram novos desafios. No campo do Turismo, é necessária a produção de novos, inovadores e sustentáveis destinos. A escassez de estudos sobre demarketing justifica a necessidade de mais investigação nesta área. Foi desenvolvido um estudo de caso, que permitiu aferir como medidas de demarketing ao nível de empreendimentos turísticos, afetam a perceção da Marca Portugal, tendo como objeto de estudo o Troiaresort. Conclui-se que a construção de um empreendimento turístico, com o objetivo de selecionar consumidores pelo demarketing seletivo, leva a uma perceção negativa da Marca Portugal a nível regional. Nacionalmente, esta perceção mantêm-se.
With the globalization process, emerged new challenges. In the tourism field, is necessary the production of new, innovative and sustainable destinations. The scarcity of studies about demarketing justifies the need for more investigation in this field. It was developed a study case, that allowed the assessment of how demarketing measures, concerning tourist enterprises, affects the perception of Portugal Brand. The study object is Troiaresort. It was concluded that the construction of a tourist enterprise, with the aim of selecting consumers by selective demarketing, leads to a negative perception of Portugal Brand, at a regional level. Nationally, the perception remains.
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Gallagher, Katherine. "The use of habit-change strategies in demarketing: reducing excessive discretionary consumption." Thesis, 1994. http://hdl.handle.net/2429/8836.
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According to the Bruntland Commission, sustainable development requires consumers in
industrialized nations to reduce significantly their consumption of resources. This research brings
a new perspective to the reduction of discretionary consumption, using both theoretical and empirical
approaches.
Demarketing programs have often been unable to achieve sustained reductions in
consumption. It is argued here that they have incorrectly treated demand reduction as a variation on
the usual marketing problem of building demand, when it is (1) more complex than typical marketing
problems, and (2) essentially similar to clinical habit change problems.
The dissertation reviews the literature on habits and automated processes, introduces the
concept of “habit-like” behavior, and argues that reducing discretionary consumption can often be
framed as a habit-change problem.
The Prochaska and DiClemente (1984) Revolving Door Model of Behavior Change (RDM)
describes how people change habitual behaviors in clinical situations. Study 1, an energy
conservation (cold water laundry washing) survey (n=340), using a decisional balance framework,
indicated that the RDM generalizes to demarketing situations and that it is consumers’ perceptions
of the importance of disadvantages, not advantages, that influence consumption reductions.
The research develops new theory to explain habit-like behavior changes. Based on previous
theory and findings on automated processes, it is proposed that changing habit-like behavior proceeds
in three steps: de-automation, volitional behavior change, and consolidation. Study 2 was a
laboratory experiment (n= 117) in which two demarketing approaches (the traditional approach and
the habit-change approach) competed in two situations (when the consumption behavior targeted for
change was under volitional control, and when it was habit-like). Contrary to expectations, a
persuasive message supplemented by limited practice of the new behavior was more effective when the old behavior was volitional than when it was habit-like, suggesting that the disadvantages of
changing are more evident to people whose behavior is habit-like.
There are two important practical implications: that (1) segmentation based on the RDM
stages of change may be more powerful than other approaches; and (2) it is more important to
address disadvantages of reducing consumption than to emphasize advantages.
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Magalhães, Maria José Mendes Monteiro Amorim Rios de. "Gestão de tensões entre turismo e indústria em distritos industriais: contribuições do marketing/demarketing." Doctoral thesis, 2021. http://hdl.handle.net/10773/31439.
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Num território em que a indústria tem um peso económico, histórico e social elevado, como no caso dos distritos industriais, a existência e o crescimento de uma outra atividade paralela pode conduzir a tensões no território, em especial se essa atividade for o turismo baseado na natureza, a começar pelas caraterísticas tradicionalmente associadas à indústria relativamente a questões relacionadas com a poluição. Neste estudo pretende-se demonstrar que existem estratégias de marketing/demarketing que podem ser relevantes no planeamento do marketing no turismo baseado na natureza em distritos industriais “vivos” que ajudam a prevenir e resolver os pontos de tensão que conduzam ao desequilíbrio do sistema com consequentes limitações ao crescimento do turismo no território.
No estudo empírico recorreu-se ao estudo de caso, em que o território é um distrito industrial “vivo” ao mesmo tempo que o turismo baseado na natureza é uma atividade económica importante e em crescimento. Para o estudo de caso recorreu-se a uma abordagem sistémico-cibernética, com uma metodologia mista, complementando a análise quantitativa e qualitativa, com recurso a dados primários e secundários.
Começou-se o estudo por provar que Guimarães é um distrito industrial em si e que pertence também a um importante distrito industrial, o vale do Ave. De seguida caraterizaram-se o caso de estudo e os vários sistemas que constituem o sistema distrito industrial. Identificam-se as tensões, diretas e indiretas, existentes entre o turismo e a indústria e propõem-se várias estratégias e medidas de marketing/demarketing para ajudar a solucionar e/ou prevenir as tensões entre o sistema turístico e o sistema industrial. Propõem-se igualmente medidas de demarketing que protejam o meio natural que constitua um produto turístico.
Por último, propõe-se a introdução de um novo sistema: o Sistema Marketing (SM). O sistema marketing atuará sobre as tensões existentes, recorrendo às estratégias e medidas propostas, ajudando a que o sistema distrito industrial se mantenha em equilíbrio permitindo que o turismo baseado na natureza cresça sem obstáculos. Não se espera que estas estratégias e medidas no planeamento do marketing eliminem as tensões entre o turismo e a indústria, até porque o sistema é um sistema dinâmico, mas espera-se que se consiga prevenir e/ou reduzir as tensões permitindo que o turismo em geral, e em especial o baseado na natureza, cresça sem limitações provocadas pelos desequilíbrios no distrito industrial.In a territory where the industry has a high economic, historical, and social weight, as in the case of industrial districts, the existence and growth of another parallel economic activity can lead to tensions in the territory, especially if that activity is nature-based tourism, starting with (but not, by far, limited to) pollution-related issues traditionally associated with industry. This study aims to demonstrate that there are marketing/demarketing strategies that can be relevant in marketing planning for nature-based tourism, occurring in “living” industrial districts, that help prevent and resolve tensions that can lead to the system disequilibrium, with consequent limitations to the growth of tourism in the territory. In the empirical study, a case study was used in which the territory is a “living” industrial district while nature-based tourism is an important and growing economic activity. For the case study, a systemic-cybernetic approach was used, with a mixed methodology, applying both quantitative and qualitative analysis, using primary and secondary data. The study began by proving that Guimarães is an industrial district and that it also belongs to an important industrial district, vale do Ave. The case study and the systems that constitute the industrial district system are characterized; the direct and indirect tensions between tourism and industry are identified; and various marketing / demarketing strategies and measures are proposed to help resolve and/or prevent the tensions between the tourism system and the industrial system. Demarketing measures are also proposed to protect the natural environment that constitutes the tourism product. Finally, it is proposed the introduction of a new system: The Marketing System (SM). The Marketing System will act on the existing tensions, using the proposed marketing strategies and measures, helping the industrial district system equilibrium, and allowing nature-based tourism to grow without obstacles. It is not expected that these strategies and measures in marketing planning can eliminate tensions between tourism and industry, even because the system is a dynamic system, but it is expected that it will be possible to prevent and/or reduce tensions by allowing tourism, especially the nature-based tourism, to grow without the limitations caused by disequilibriums in the industrial district.
Programa Doutoral em Turismo
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Yang, Yu-Jing, and 楊育菁. "The Effect of Demarketing Message Regulatory Focus on Advertising Persuasiveness：The Moderating Effect of Temporal Distance and Mood." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/z23sm3.
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碩士國立雲林科技大學
企業管理系
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Due to the increase in population and wealth, consumers’ demands gradually increased. Thus, manufacturers developed various resources to satisfy consumers’ demands. However, manufacturers had not considered the influence of developing resources on environment. They gradually became anxious until the negative influence of accelerated consumption in resources is found. Under such situation, people gradually pay attention to demarketing with the goal of reducing demands. The situation in the previous studies is often in the general marketing status, and demarketing is seldom discussed. Therefore, this study selected counter-marketing and general demarketing from the types of demarketing as the situation design. Demarketing was used to discuss the persuasiveness of message regulatory focus, and whether temporal distance and consumers’ mood will influence the effectiveness. This study carried out a 2(Demarketing: counter-marketing, general demarketing) x 2(Message regulatory focus: promotion, prevention) x 2(Temporal distance: near, distant) x 2(Mood: positive, negative) between-subject experimental design, and used the questionnaire as a data collection tool. The results showed that adopting promotion focus message has better persuasiveness than adopting prevention focus in counter-marketing. If temporal distance is added, there is no significant influence in their persuasiveness no matter which message regulatory focus is adopted. If consumers’ mood is added and the mood is positive, adopting promotion focus message has better persuasiveness; when the mood is negative, attitude towards advertising show that there is no significant difference between the two kinds of regulatory focus message, while attitude towards concept shows that adopting promotion focus message has better persuasiveness. If temporal distance and consumers’ mood are added at the same time, no matter whether the mood is good or not, when temporal distance is short, there is no significant difference in persuasiveness between the two kinds of message regulatory focus; when temporal distance is distant, adopting promotion focus has better persuasiveness. In the general demarketing, adopting prevention focus message has better persuasiveness than adopting promotion focus. If temporal distance is added, when temporal distance is short, there is no significant difference in persuasiveness between the two kinds of message regulatory focus; when temporal distance is distant, adopting prevention focus message has the better persuasiveness. If consumers’ mood is added, no matter whether the mood is positive or negative, it shows that prevention focus message has the better persuasiveness. If temporal distance and consumers’ mood are added at the same time, when the mood is positive and temporal distance is near, adopting prevention focus message has the better persuasiveness; when temporal distance is distant, there is no obvious difference; when the mood is negative and temporal distance is near, adopting promotion focus message has the better persuasiveness; when temporal distance is distant, adopting prevention focus has the better persuasiveness.
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Maciel, Gabriela Silva. "O demarketing verde como o conector que aproxima a sustentabilidade ambiental da inclusão socioeconómica: a matriz demarket + ing." Master's thesis, 2021. http://hdl.handle.net/10362/132489.
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Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceDestacando o papel do marketing como um agente de mudança para o incentivo de um consumo mais consciente, a presente dissertação propõe a Matriz Demarket + ing que, tendo por base o conceito de Demarketing Verde – estratégia de diminuição da procura tendo em vista o bem-estar do ambiente –, visa colmatar a falta de representatividade socioeconómica e para segmentos menos envolvidos com a causa ambiental nas campanhas de marketing que comunicam sustentabilidade, explorando o conceito de ambientalismo interseccional. Foram analisados quatro casos de estudo que demonstram a falta de representatividade descrita. A Matriz Demarket + ing interseta as cinco categorias das necessidades humanas (Hierarquia das Necessidades de Maslow) com as quatro fases de adoção do consumo sustentável (Segmentos do Mercado Ecológico de Kotler), propondo o (1) Demarketing por motivos financeiros e o (2) Demarketing por motivos ambientais. Esta matriz tem como objetivo auxiliar os profissionais de marketing na conceção de campanhas de marketing, onde são apresentadas quatro estratégias possíveis, de modo a que consumidores em estágios da vida diferentes e com motivações diferentes, possam contribuir para uma causa comum: a mitigação das alterações climáticas.
Highlighting the role of marketing as an agent of change to encourage more conscientious consumption, this dissertation proposes the Demarket + ing Matrix which, based on the concept of Green Demarketing – demand reduction strategy to protect the environment –, aims to address the lack of socioeconomic representation and for segments less involved with the environmental cause in marketing campaigns that communicate sustainability, exploring the concept of intersectional environmentalism. Four case studies that demonstrate the lack of representativeness described were analyzed. The Demarket + ing Matrix intersects the five categories of human needs (Maslow's Needs Hierarchy) with the four phases of sustainable consumption adoption (Kotler's Ecological Market Segments), proposing (1) Demarketing for financial reasons and (2) Demarketing for environmental reasons. This matrix aims to help marketers when designing marketing campaigns, where four possible strategies are presented, so that consumers at different stages of life and with different motivations can contribute to a common cause: the mitigation of climate change.
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Vlková, Radka. "Chování spotřebitelů na trhu s alkoholickými nápoji a tabákem a důsledky jejich spotřeby na státní rozpočet." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-431946.
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Diploma thesis deals with consumer behaviour on alcohol beverages and tobacco products market. Literature review contains opinions of authors on consumer behaviour and instruments of government policy used for reduction of alcohol and tobacco consumption. Within own work analysis of secondary data related to consumption of alcohol beverages and tobacco is performed, moreover state incomes and expenditures related to alcohol and tobacco consumption are calculated. Based on comparison of state incomes and expenditures are subsenquently formulated drafts of recommendations leading to consumption reduction.
Books on the topic "Demarketing"
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Foxall, Gordon R. Environment-impacting consumer behaviour: A framework for social marketing and demarketing. Birmingham: University of Birmingham, 1993.
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Demarketing. Routledge, 2014.
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Bradley, Nigel. Demarketing. Routledge, 2013. http://dx.doi.org/10.4324/9780203591208.
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Quelch, John A., Margaret L. Rodriguez, Carin-Isabel Knoop, and Christine Snively. Demarketing Soda in New York City. Oxford University Press, 2016. http://dx.doi.org/10.1093/med/9780190235123.003.0016.
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As more emphasis is placed on consumer engagement and empowerment in the health care arena there are some who wish to control or nudge consumer behavior in the “right” direction, especially if they perceive consumers to be insufficiently educated to handle the new information available to them.
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Puzankova, Olga. Demarketing: Der Einfluss der Kündigungsform von unprofitablen Kundenbeziehungen auf das Verhalten potenzieller Neukunden (German Edition). GRIN Verlag, 2013.
Find full textBook chapters on the topic "Demarketing"
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Korstanje, Maximiliano, and Babu George. "Demarketing overtourism." In Overtourism and Tourism Education, 81–95. Abingdon, Oxon ; New York, NY : Routledge, 2021. |: Routledge, 2020. http://dx.doi.org/10.4324/9781003031765-8.
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Qushta, Jassir, and Frank Keuper. "Selektives Demarketing im Kontext der Konsumentenvernetzung." In Homo Connectus, 53–85. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-19133-7_3.
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Ahmed, Sadrudin A. "Correlates of Citizen Reaction to Demarketing Strategies." In Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference, 355–58. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-16943-9_75.
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Halfhill, S. M., and David S. Halfhill. "Marketing for Non-Profit Institutions: A Case for Industrial Demarketing." In Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference, 558. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-16946-0_150.
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Tiwari, Pinaz, Snigdha Kainthola, and Nimit Ranjan Chowdhary. "Demarketing." In Handbook of Research on the Impacts, Challenges, and Policy Responses to Overtourism, 94–114. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2224-0.ch006.
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Ensuring sustainability at a tourist destination is a challenge which is faced by many nations. The challenge compounds since short term monetary gains often blind the desire for sustainable development. The term overtourism has gained popularity during the last few years as instances of anti-tourism reactions have been reported from several cities like Venice, Shimla, Barcelona, etc. An acceptable solution for countering overtourism has not yet been found because of the subjectivity and complexity of the situation. This chapter focuses on deconstructing the situation of overtourism in different parts of the world and how de-marketing can be used as one of the strategies for sustainable tourism. It shows the demarketing structure in marketing framework by modifying the 5As of tourism. It also shows the marketing mix framework within the domain of demarketing. It provides an insight into the role of de-marketing in striking a balance between the interests of local communities and stakeholders on one hand and enhancing the tourist experience at a destination on the other.
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Lindberg, Frank, and Sabrina Seeler. "Demarketing Strategy As a Tool to Mitigate Overtourism – An Illusion?" In Overtourism as Destination Risk, 129–49. Emerald Publishing Limited, 2021. http://dx.doi.org/10.1108/978-1-83909-706-520211010.
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Kodaş, Betül, and Davut Kodaş. "Demarketing as a Potential Solution to Overtourism Problems in Tourism Destinations." In Overtourism as Destination Risk, 111–27. Emerald Publishing Limited, 2021. http://dx.doi.org/10.1108/978-1-83909-706-520211009.
Full textConference papers on the topic "Demarketing"
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REINGRUBER, DORIS. "DEMARKETING IN THE INDUSTRIAL SECTOR." In Proceedings of the International Conference on ICMMS 2008. IMPERIAL COLLEGE PRESS, 2010. http://dx.doi.org/10.1142/9781848165106_0006.
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