www.bookfiesta4u.blogspot.

com
1-1
www.bookfiesta4u.blogspot.com
1-2
The future is not ahead
of us. I t has already
happened.
Unfortunately, it is
unequally distributed
among companies,
industries and nations.
Kotler on
Marketing
www.bookfiesta4u.blogspot.com
Demand Management
11-3
www.bookfiesta4u.blogspot.com
1-4

1. Negative Demand:

Symptoms:
All or most of the customers dislike.
May even pay price to avoid it.
Even compensate to advocate negatively.



Managing Negative Demand
Why the market dislikes it?
Redesign marketing program matching with values & beliefs.
Lower the price & more positive promotion (including fear messages)

Conversional Marketing
www.bookfiesta4u.blogspot.com
1-5
2. No Demand
Symptom: Customers are unaware or uninterested.

Managing No Demand:
Connect the benefits of the product with peoples natural
needs.
Change the environment.
Increase market exposure.
Stimulation Marketing
www.bookfiesta4u.blogspot.com
1-6
3. Latent Demand:
Symptom: It cannot be satisfied by existing product
but there is a demand for it.

Reasons:
Product does not match with market
requirements.
Customers purchasing power.
Social & legal restrictions.
www.bookfiesta4u.blogspot.com
1-7
Managing Latent Demand
Measure the market potentials.
Designing product matching with requirement.
Lobbying and creating relations.

Developmental Marketing
www.bookfiesta4u.blogspot.com
1-8
4. Decline Demand:
Symptom: Once demand was full but now it is
decreasing.


Reasons:
Shifting target market.
Change in environment.
Availability of better substitute.
www.bookfiesta4u.blogspot.com
1-9
Managing Decline Demand
Analyze the cause of decline.
Stimulating new market segments.
Changing product features.
More effective communication.

Remarketing
www.bookfiesta4u.blogspot.com
1-10
5. Irregular Demand:
Symptoms: Demand is not consistent & continuous
Reasons:
Seasonal product.
Competitors sales promotion.
Upswing and downswing of purchasing power.

Managing Irregular Demand:
Alter the supply pattern to match demand.
Alter the demand pattern.






Synchromarketing
www.bookfiesta4u.blogspot.com
1-11
6. Full Demand
Symptoms:
Demand matches with supply.
Organization is pleased with its volume of business.
Managing Full Demand:
Maintain the current level of demand.
Facing competition, consumers changing preferences.
Maintain & improve quality continuously.

Maintenance Marketing
www.bookfiesta4u.blogspot.com
1-12
7. Overfull Demand
Symptoms:
The demand exceeds supply.
Smuggling.
Managing Overfull Demand:
Finding ways to reduce demand temporarily or
permanently.
Increase price, reduce service & promotion.
Overlook less profitable market.

Demarketing
www.bookfiesta4u.blogspot.com
1-13
8. Unwholesome Demand
Symptoms:
Socially harmful products.
Yet demand is high.
Managing Unwholesome Demand:
Making people something giving up which they like.
Using fear message.
Price hikes.
Reduce availability.


Countermarketing