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Let’s discuss the concept of Demarketing. How does that play into

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发表于 2022-8-11 14:00:27 | 显示全部楼层 |阅读模式

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本帖最后由 prince 于 2022-8-11 18:37 编辑

We have built this unsustainable worId on the backs of consumer debt. The question is how do we get people to use a scarce resource more carefully. We started thinking about this in our 1971 article called Demarketing, Yes, Demarketing. The 4Ps (product, price, place, promotion) provide solutions: First, we design products that will use less water, such as by designing Latest Mailing Database more efficient showerheads. Second, we raise the price of water to discourage consumption. Third, we make less water available in certain channels . Fourth, we use promotion to make people more ashamed of wasting water. The demarketing idea is very generic. We just reverse the direction of the 4 Ps.



Make the product less necessary, more expensive, less available, and more shameful. Companies like Patagonia will sell you a jacket that lasts a lifetime. They'll even repair it for you. This is good sense. It should be a best practice for the future of product development. Does the conflict also arise out of the power structure within organizations? How many CEOs were promoted from sales, where they are responsible for “maximizing revenue”? If you look at a study done by Harvard Business Review on the Best Performing CEOs,


we learn that there are so many reasons for leaders to focus on the short term: slow growth, shareholder activism, political turmoil—to name just a few. Yet the study highlights the CEOs that still manage to focus on the long term and deliver strong performance over many years. Prior to 2015, the rankings were based purely on financial returns; by that measure Jeff Bezos of Amazon led the pack for three years running. What's interesting is that when HBR started including ratings of companies' environmental,social, and governance (ESG) performance as a variable, there was a big shift in ranking.

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