Marketing And The Law - External Influences, International Marketing

Question 1

Sale of Goods Act (1979 - 2012)

Answer 1

goods must be

• fit for purpose
• as described
• of satisfactory quality

Question 2

Consumer protection from trading regulations and descriptions (2008-1968)

CPUTR (2008) and TDA (1968)

Answer 2

advertising bans for adverts not being misleading, unfair and not blacklisting unfair practices

• not allowing persistant cold calling
• claiming an item is free when its not
• aggressive doorstep selling
• a salesperson not taking no for an answer
• time limited offers that actually dont have a time limit

Question 3

Weights and Measurements Act 1985

Answer 3

how drinks must all be weighed out with ml/pint measurements listed too

Question 4

Unsolicited Goods Act 1971

Answer 4

recieving something you didnt ask for you dont have to/ no reason to send it back or pay for it

didnt ask for it

Question 5

Supply of Goods and Services Act 1982

Answer 5

protected when getting a service i.e. haircut, ordering a meal

Question 6

EU law

Answer 6

some laws affecting uk businesses originate in the EU

come from EU Social Charter
- charter of rights for employees concerning areas such as working conditions, wages and consultation of the workforce

2 types of EU law:

• directives (adopted and applied in a certain way)
• regulations ( must also be applied as law but the individual member country can decide how to imprelemt them)

Question 7

workng time directive

Answer 7

EU regulation examply - states a business must not allow an employee to work more than 48 hours per week on avergae

aimed to reduce the UK’s culture that work long working hours

Question 8

the effects of increased legislation on businesses

Answer 8

increased consumer protection

need to ensure health and safety concerns are addressed at every single stage of production
^^^^^ small pieces swallowed by kids in kids toys or putting toys in their mouth and lead in paint when they put them in their mouth

• run the risk of prosecution
• bad publicity for the business

need to be market orientated for their customer not product orientated

customer service is increasingly becoming more important - service sector increase in important

Question 9

what happens if a business breaks the law?

Answer 9

prosecuted in the criminal courts - magistrates (minor) or the crown court (more severe)

if found guilty, can be fined and if held responsible for breaching then can be imprisoned

Question 10

Competition and Markets Authority

Answer 10

CMA is a gov department responsible for making markets work well for consumers and to protect them from unfair trading

investigates situations where businesses may be operating unlawfully in areas of UK trade

Unfair Trading Regulations in 2008 introduced - cover unfair trading:

• giving incorrect pricing and product info
• things that can mislead a consumer - same as a consumer
• aggressive sales practices that put the consumer under pressure - i.e. for elderly to buy something and be exploited
• false accreditation

Question 11

Advertising Standards Authority

Answer 11

make sure ad campaigns are:

• not harmful
• not offensive
• not misleading

investigate if people have a complaint
have codes of conduct for advertising on tv, radio etc.

Question 12

Trading Standards

Answer 12

offers advice both to businesses and consumers on the application of the laws for buying and selling

covers retail sales and internet buying/selling

will investigate issues and discuss the legal situation with the business concerned

Question 13

data protection

Answer 13

introduced to protect individuals where information about them was held by any business or organisation

• individuals know what infromation is being held about them by any organisations
• secure, kept in line with their rights, lawfully processed, relevant etc.

Question 14

new law since the textbook was released

Answer 14

consolidation act

|&raquo_space;»»> Consumer Rights Act 2015

Question 15

Consumer Rights Act 2015

Answer 15

= must be satisfactoury quality, as described and fit for purpose
= making a claim depends on circumstances like how how you want he retailer to solve the issue
= legal right to reject goods not of good quality etc. - full refund but after 30 days not a full refund
= after 30 days you have to give retailer the opportunity to repair/ replace the goods
= retailer has to prove the fault wasnt there in the first place
= now you prove the product is faulty at time of delivery

• digital content
• delivery rights
• late deliveries
• supplying a service
• unfair contract terms

Question 16

international marketing

Answer 16

gives the business opportunity to access huge markets throughout th EU

anyone can access overseas markets for businesses of any size

trade quicker with electronic communication growth and improved transport

UK HAD access to EU market opening and membership wit no trading barriers or tariffs

Question 17

reasons for international marketing

Answer 17

• population and market size
• economic cyles
• consumer laws

Question 18

differences in marketing overseas

Answer 18

can only be done through the use of careful planning and a thorough awareness of trading and other conditions in the overseas market

within EU there are different rules for business and trading behaviour - need to make themselves aware of the laws of these countries their moving to so they dont run into any problems
^^^^ i.e. labelling cigerettes with warnings or toys health and safety

can be cultural differences between the countries i.e. offensive colours in packaging + women views and roles in society may be different in advertising any products including womens products.

political climates in other countries - i.e. independence and free of control in the west is different to that in other countries: Middle East and Asia

religious differences need to be consideredcan be easy to offend those with a strong religious background

buisnesses will often use an agent to help ensure that all the important issues of marketing in the new country are appreciated and addressed

translations also needed by someone who speaks the language fluently - can be fine in the west but offensive in other countries

Question 19

differences between markets

Answer 19

knowledge of all aspects of the market is essential if a venture into an international market is going to be successful

research will be costly but will alert the business to any possible problems - may create savings in the long term

business research may show that the business shouldnt proceed

Question 20

differences between markets

factors

Answer 20

political factors

• is it politically stable?
• whats the industry like - trade unions, work unrest
• will the business offer bribes to attract business or to the government

legal factors

• laws on advertising
• how do the courts operate
• how much legislation is there affecting business and trade

cultural factors

• relgious and cultural beliefs in the country
• attitudes to women in that society
• how leisure time is spent

economic factors

• market demand?
• growing economy?
• free market economy or centrally planned?
• population growing?
• age distribution of the population?
• income in the population