Disposition

1
Disposition

• Voluntary vs. involuntary disposition
• Some products may be difficult to divest because
  of attachment
• spatial or physical
• emotional
• Factors affecting disposal choice
• Product characteristics
• Situational factors finances, storage space,
  fashion change, etc.
• Life status change e.g., marriage, aging, etc.

2
Disposition

• Some people may be more inclined to recycle good
  than others
• Green segments
• In general, we are a throw away society
• However, a segment of the market views one
  persons trash as another persons treasure
• Marketers have attempted to become involved in
  this process
• Resource recovery the backward channel of
  distribution
• Secondhand trade

3
Segmentation and Positioning around Disposition

• Marketing plans should consider sustainable
  marketing
• Challenge for marketers it to make green needs
  more salient
• Prisoners dilemma everyone benefits if all
  comply but if one person doesnt comply, his/her
  immediate benefits may outweigh the general good