{"id":1116279,"date":"2022-11-26T18:25:55","date_gmt":"2022-11-26T18:25:55","guid":{"rendered":"https:\/\/tradetracker.com\/?p=1116279"},"modified":"2022-11-26T18:25:55","modified_gmt":"2022-11-26T18:25:55","slug":"wat-is-demarketing-en-hoe-pas-je-dit-toe","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/nl\/wat-is-demarketing-en-hoe-pas-je-dit-toe\/","title":{"rendered":"Wat is demarketing en hoe pas je dit toe?"},"content":{"rendered":"

\"demarketing\"<\/p>\n

Marketing is alle activiteiten die een bedrijf uitvoer om de verkoop van producten of diensten te bevorderen. Maar marketing kan ook gebruikt worden om de vraag naar een product of dienst juist te verminderen. Dit kan handig zijn wanneer er tekorten dreigen of als je wil dat een bepaalde groep minder vraag genereert. Marketing gebruiken om de vraag naar producten of diensten te verminderen wordt ook wel demarketing genoemd.<\/strong><\/p>\n

In 1971 omschreven Philip Kotler en Sidney Levi<\/a> demarketing als een aspect van marketing dat betrekking heeft op het ontmoedigen van klanten in het algemeen of een bepaalde klasse van klanten in het bijzonder, op zowel tijdelijk als permante basis. Zij omschreven\u00a0drie vormen van demarketing:<\/p>\n

1. General demarketing
\n<\/strong>General demarketing wordt ingezet wanneer een adverteerder de totale vraag wil laten dalen. Deze vorm van demarketing wordt gebruikt wanneer er (tijdelijke) tekorten worden verwacht. De instrumenten die hiervoor gebruikt kunnen worden zijn bijvoorbeeld, minder adverteren en promotie doen, budget verlagen, prijs verhogen, de kwaliteit verlagen of inhoud verminderen of zelfs het product geheel van de markt halen.<\/p>\n

2. Selective demarketing
\n<\/strong>Dit wordt ingezet wanneer een adverteerder de vraag bij een specifieke doelgroep wil verminderen. Het voorbeeld dat gebruik wordt door Philip Kotler en Sidney Levi is een chic hotel dat ineens erg populair onder de hippies wordt. Volgens hen is de oplossing dat de beschikbaarheid van kamers bij de hippies (het \u201cfoute\u201d segment) ontmoedigd wordt of dat er een slechte service aan hen verleend wordt. Je kunt het ook wel zien als het bereiken van een verkeerde doelgroep, een doelgroep die jij liever niet wil bereiken. Met selective demarketing zorg je er voor dat vraag bij \u201cde onjuiste doelgroep\u201d wordt verminderd.<\/p>\n

3. Ostensible demarketing
\n<\/strong>Deze vorm van demarketing komt erg in de buurt van \u2018loss aversion<\/a>\u2019 wat we kennen van Cialdini<\/a>. Met ostensible demarketing doe je alsof de vraag van een product of dienst moet dalen met de bedoeling om de vraag eigenlijk te laten stijgen. Dit kun je doen door aan te geven dat iets heel exclusief is of dat het product\/dienst bijna uitverkocht is.<\/p>\n

Hoe pas je demarketing toe in affiliate marketing?<\/h4>\n

Demarking kan voor verschillende doelen worden ingezet. Bij affiliate marketing is het van belang dat de actieve samenwerkingen goed aansluiten op de juiste doelgroepen. Hierdoor kan de performance ook verbeteren. Zorg er dus voor dat wanneer er demarketing toegepast wordt, dit ook bij de strategie van het affiliate kanaal past. Affiliate marketing blijft ondersteunend voor de eigen marketinguitingen en dient hier ook goed op ingericht te zijn. Benieuwd waar nog meer rekening mee moet worden gehouden? Neem contact op met jouw lokale accountmanager en bespreek de mogelijkheden.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing is alle activiteiten die een bedrijf uitvoer om de verkoop van producten of diensten te bevorderen. Maar marketing kan ook gebruikt worden om de vraag naar een product of dienst juist te verminderen. Dit kan handig zijn wanneer er tekorten dreigen of als je wil dat een bepaalde groep minder vraag genereert. Marketing gebruiken […]<\/p>\n","protected":false},"author":69,"featured_media":1116280,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"class_list":["post-1116279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"yoast_head":"\nWat is demarketing en hoe pas je dit toe? - TradeTracker.com | Affiliate & Performance Marketing<\/title>\n<meta name=\"description\" content=\"Marketing is alle activiteiten die een bedrijf uitvoer om de verkoop van producten of diensten te bevorderen. Maar marketing kan ook gebruikt worden om de vraag naar een product of dienst juist te verminderen. 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