Demarketing: An Optional Strategy for the Oil-exporting Countries

ISSN： 0025-1747

Source： Management Decision, Vol.15, Iss.2, 1977-12, pp. : 278-287

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Abstract

If the events of late 1973 have been the catalyst for an accelerated transition from the age of low-cost oil, they have also demonstrated, on the one hand, the feasibility of demarketing as an advantageous optional strategy for the oil-exporting countries and, on the other, the inevitability of demarketing as an appropriate strategy to cope with the new situation in the oil-importing countries. Writing in 1971, Kotler and Levy asserted that the marketer's task is not blindly to seek increases in sales; rather, it is "to shape demand to conform with long-run objectives", including "that aspect of marketing that deals with discouraging customers in general or a certain class of customers in particular on either a temporary or a permanent basis", i.e., demarketing. Kotler and Levy could not have hoped for a better situation to prove the soundness of their ideas than the present oil crisis.

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