One of the demand states that company may face for some of its products or services. This may be applicable with respect to those products and services, which are considered to be undesirable or harmful from the society’s point-of-view. There may be
an organized effort on the part of certain social organizations to discourage the consumption of undesirable products and services. The task of marketing is called countermarketing. For example, The Cancer Society of India engages in countermarketing by coming out with communication messages in the form of ads discouraging smoking.
