Demarketing strategy in shortage marketing environment

Article Abstract:

Although demarketing is widely offered as a potentially effective strategic response to the environment of economic shortages, empirical assessment of its application in either domestic or global markets is lacking. This paper explores the relationship between the incidence of economic shortages and demarketing activity performance in six African countries. The study results suggest the existence of several forms of shortage marketing environments which reflect different approaches to demarketing. The paper concludes with observations on methods firms employ to adapt their marketing programs in an environment of scarcity within seller-dominated economies. (Reprinted by permission of the publisher.)

Research, Africa, Strategic planning (Business), Economic stagnation

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Industrial market segmentation on buying center purchase responsibilities

Article Abstract:

This exploratory study focuses on the use of buying center purchase responsibilities as a basis for industrial market segmentation. Analysis of buying centers revealed differences between organizations with "overlapping" versus "position-dominant" patterns of purchase responsibility. Hypotheses supporting overlapping versus position-dominant buying centers are discussed, and implications for industrial marketing management are proposed. (Reprinted by permission of the publisher.)

Psychological aspects, Purchasing, Marketing, Business-to-business market, Business to business market

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