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Home→The Westburn Dictionary of Marketing→O→obsolescence

obsolescence

Definition:
The act of becoming obsolete or out of date. Many manufacturers are subject to criticism on the grounds that they deliberately pursue a policy of planned obsolescence and so accelerate the process of product replacement. Planned obsolescence may occur in styling or design, in terms of the materials used or in the performance and functions of the product. While the issue is an emotive one most marketers would argue that CONSUMER SOVEREIGNTY is the best defence against deliberate exploitation through planned obsolescence.

Cross-References:
[consumer sovereignty]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].