Though marketers’ main intention is to getting, keeping, and growing customers through creating, delivering and communication superior value, but excessive and uncontrollable demand is not accepted to them.

Examples:
1. Any water vehicle does not expected to be overloaded.
2. Amusement park, if overloaded, cannot maintain its standard level of service.
3. Power companies never appreciate excessive demand, which is beyond their capability.

Marketing management must find solution to deal with these different demand states. It may be concern not only finding and increasing demand, but also with changing or even reduce it.

Organizations never appreciate irregular demand or too much demand situation. Therefore, sometime they need to manage demand to reduce it temporarily, or even permanently.

Ref.:
1. Principle of Marketing by Kotler and Armstrong (10th International Edition)
2. Online Journals.