Limitations and Constraints under which marketing departments Essay Example

relevant information before purchase. The Data Protection Act 1998 safeguards customer personal information from misuse or unfair exploitation. It applies to all companies with customer databases, making it crucial for marketing departments engaged in direct mail campaigns.

The database storing customer information must adhere to certain principles, including fair and legal data acquisition, limited usage for specified purposes, relevance and accuracy for intended use, timely updates, appropriate retention periods, adherence to customer rights, implementation of measures to prevent unlawful processing or data damage.

When users register on a website, their information is added to the database. Additionally, users have the option to specify if they want to receive future offers.

Sending unsolicited information to recipients who haven't expressed interest is illegal for businesses. Apple follows this requirement by acquiring customer details and shipping products accordingly. If customers suffer consequences due to sharing their personal details with businesses, it's the responsibility of those businesses.

The independent Advertising Standards Authority (AS) actively investigates marketing policies in accordance with legislation governing what businesses can legally claim about their products and services. As an industry body, the AS promotes and upholds the British Code of Advertising Sales Promotion and Direct Marketing.

This code outlines regulations for marketing practices, including operating within the law, preventing deceptive claims, and ensuring fair competition among advertisers. The key principles of the code include legality, decency, honesty, and truthfulness in advertising. Businesses must have a sense of responsibility towards customers and society. Failure to comply can lead to punitive actions by the AS, such as referral to the Office of Fair Trading or withdrawal of advertising from TV/radio stations and publishers. Apple needs to follow

this law to preserve their reputation.

Apple's advertisements are well-known, so any mistakes that require intervention from the Advertising Standards (AS) would harm their business image. Competitors like Samsung could take advantage of this situation to promote their own brand and increase sales. This is why Apple must abide by this law.

Pressure groups are organized entities aiming to influence governments and/or businesses' behaviors and beliefs. The UK has various pressure groups addressing different causes with differing sizes.

Pressure groups have the ability to apply pressure on governments or businesses in order to bring about change. This can negatively impact the reputation that these entities have worked hard to build over time due to negative publicity. The British Union for the Abolition of Vivisection campaigns against animal experimentation, while the British Road Federation works towards improving the quality of service provided by UK roads.

If a pressure group were to target Apple, it could significantly damage the reputation they have spent six years building. Additionally, this would put pressure on Apple's sales, as a decline in sales makes it difficult for them to generate increased revenue. Consumerism is a social movement that empowers consumers by providing them with rights such as safety, choice, information, and assertiveness. TV programs like Watchdog support consumerism by holding businesses accountable for their actions. The Office of Fair Trade also contributes to consumerism by enforcing consumer laws and taking action against unfair traders.

If a company like Apple were featured on Watchdog and held accountable for their actions, it could severely harm their reputation and lead to a decline in sales as the truth about their business practices becomes known.

Advertisers must be mindful when creating advertisements to use language that is considered acceptable.

The Advertising Standards (AS) have highlighted particular domains that certain individuals deem language usage to be inappropriate.