Chapter 25 - The law of marketing. At the end of this chapter you should understand: the term ‘marketing’ and ‘the marketing function’; why the marketing process requires legal regulation; the term ‘lottery’ and the main provisions of the state and territory lotteries, gaming and betting Acts; | This is the prescribed textbook for your course. Available NOW at your campus bookstore! The law of marketing Chapter 25 Learning objectives At the end of this chapter you should understand: the term ‘marketing’ and ‘the marketing function’ why the marketing process requires legal regulation the term ‘lottery’ and the main provisions of the state and territory lotteries, gaming and betting Acts the legal requirements for the control of raffles the legal requirements that affect market games and competitions the term ‘game of chance’ and their legal requirements the legal requirements for obtaining permission to conduct games and competitions Learning objectives (cont.) the term ‘gift promotion’ and their legislative requirements regulations imposed by the law in relation to marketers providing customers with gifts and samples the operation of the Do Not Call Register the legislation regulating the packaging and labelling of goods and services. Introduction Marketing: The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals. The marketing function ‘To identify the wants or needs of consumers, and to determine how best to satisfy these using the marketing mix.’ The marketing mix (four Ps) Product Price Promotion Place (distribution) These four factors are largely controllable. External forces on the marketing mix Economic environment Cultural/social environment Political environment (. the GST) Competitive environment Legal environment These factors are largely uncontrollable. The role of law To define acceptable vs unacceptable behaviour Marketing law includes any regulations that attempt to ‘draw the line’ between acceptable competitive business conduct and unacceptable business practices. Marketing laws Designed to protect: Consumers Traders The competitive system that underpins the ‘free market’ Australian | This is the prescribed textbook for your course. Available NOW at your campus bookstore! The law of marketing Chapter 25 Learning objectives At the end of this chapter you should understand: the term ‘marketing’ and ‘the marketing function’ why the marketing process requires legal regulation the term ‘lottery’ and the main provisions of the state and territory lotteries, gaming and betting Acts the legal requirements for the control of raffles the legal requirements that affect market games and competitions the term ‘game of chance’ and their legal requirements the legal requirements for obtaining permission to conduct games and competitions Learning objectives (cont.) the term ‘gift promotion’ and their legislative requirements regulations imposed by the law in relation to marketers providing customers with gifts and samples the operation of the Do Not Call Register the legislation regulating the packaging and labelling of goods and services. Introduction Marketing: The process
