De-marketing as a strategic tool for managing customer excessive demand within the shortage of environmental recourses of water : empirical study in Jordan

Abstract EN

Jordan has one of the lowest levels of water in the world, with Jordan's population is expected to continue to grow, the gap between water supply and water consumption (demand) threatens to wider significantly.

On the other hand, the exploitation of new water supply recourses is costly, therefore, Jordan authorities invested heavily in the development of water infrastructure and tools to lower the excessive demand of water with the danger of water supply deficiency.

This forces water supply corporation to act extensively to utilize all de-marketing tools to deal with this problem along with governmental parties.

As a result of these challenges, the researcher intended to examine the relationship between de-marketing tools as a strategic option to lower the excessive demand (consumption) of water in Jordan through using different de-marketing tools represented by higher prices of water bill, counter advertising, warning labels, limited advertising, limited distribution, availability of substitute sources and reducing the quantity of water supplied during summer season.

An analytical analysis of all these strategic options are considered by the researcher in order to examine the relationship between de-marketing tools adopted by the water municipal corporation and government of Jordan in order to lower the excessive demand of water and to find out solutions for this problem.

The study concluded that all related parties in Jordan are working together in order to utilize de-marketing tools as a strategic option to solve this extensive problem.

Finally the paper provided certain recommendations for water municipal corporation and to the government of Jordan to adopt all de-marketing tools which will help in dealing with water shortage problem.