The companies have a team of marketing professionals who are responsible for the formation of the marketing strategies which will help in the promotion of the products and services of the company (Rutherford, 2001). The marketers are the ones who generally try to find a unique selling point of their products and then market the same in front of the others so that they create the need of any product which has been developed for the first time. The new needs which have been created can sometimes receive less demand and the company might go into losses as well. In this time, the company tend to use the marketing rationalization process so as to create an environment which will be more helpful for it to get out of the loss situation and try to revive from the situation. The marketing rationalization will be helpful in the cases where the people will get bored out of the company’s marketing proposals and they would want a fresh approach to the whole process (Samiee, 1992). This would include the formation of the new policies, shutting down of offices and branches which are not performing and many other things.
The company would also try to gather certain things which will be required for the marketing rationalization process (Kumar, 2004). The main merit in this process would be the optimization of the resources and the cutting down of the costs which are being incurred by the company without any increase in productivity. The demerits may include the ones like the firing of employees and decreasing of morale in retained employees.