Chapter 23 - The law of marketing. After studying this chapter you will be able to: explain the key features of Australian work health and safety (WHS) law, identify the sources of Australian WHS law, summarise the statutory design of WHS law, explain the move to harmonise WHS law throughout Australia by the introduction of model legislation,. | This is the prescribed textbook for your course. Available NOW at your campus bookstore! 23- Copyright © 2000 McGraw-Hill Australia The law of marketing Chapter 23 The role of marketing “ To identify the wants or needs of consumers, and to determine how best to satisfy these using the MARKETING MIX.” 23- Copyright © 2000 McGraw-Hill Australia The Marketing Mix (4P’S) PRODUCT PRICE PROMOTION PLACE (DISTRIBUTION) * These four factors are largely controllable. 23- Copyright © 2000 McGraw-Hill Australia External forces on the Marketing Mix Economic environment Cultural/social environment Political environment (. A GST) Competitive environment Legal environment * These factors are largely uncontrollable. 23- Copyright © 2000 McGraw-Hill Australia 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 & unacceptable business practices.) 23- Copyright © 2000 McGraw-Hill Australia Marketing laws Designed to protect: 1) Consumers 2) Traders 3) The competitive system that underpins the “Free Market” Australian economy. 23- Copyright © 2000 McGraw-Hill Australia “Product” laws 1) Intellectual property . Patents for new inventions Registering a Trade mark Registering a design Copyright 23- Copyright © 2000 McGraw-Hill Australia “Product” laws 2) Packaging and labelling Designed to standardise information and protect against misleading/deceptive information. . - weight - content of goods - food ingredients 23- Copyright © 2000 McGraw-Hill Australia “Product” laws 3) Product liability . Minimum acceptable product safety/quality standards such as: food hygiene regulations manufacturer liability for defective/negligent products 23- Copyright © 2000 McGraw-Hill Australia “Price” laws Protect against practices such as: Price fixing Price discrimination different prices to different customers Predatory . | This is the prescribed textbook for your course. Available NOW at your campus bookstore! 23- Copyright © 2000 McGraw-Hill Australia The law of marketing Chapter 23 The role of marketing “ To identify the wants or needs of consumers, and to determine how best to satisfy these using the MARKETING MIX.” 23- Copyright © 2000 McGraw-Hill Australia The Marketing Mix (4P’S) PRODUCT PRICE PROMOTION PLACE (DISTRIBUTION) * These four factors are largely controllable. 23- Copyright © 2000 McGraw-Hill Australia External forces on the Marketing Mix Economic environment Cultural/social environment Political environment (. A GST) Competitive environment Legal environment * These factors are largely uncontrollable. 23- Copyright © 2000 McGraw-Hill Australia 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 & unacceptable business practices.) .
