Limitations and Constraints under which marketing departments Essay Example
Limitations and Constraints under which marketing departments Essay Example

Limitations and Constraints under which marketing departments Essay Example

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  • Pages: 4 (865 words)
  • Published: March 31, 2018
  • Type: Analysis
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The Sale of Goods Act 1979 permits traders to sell goods that are clearly described and of satisfactory quality. This may impact marketing activities as it necessitates clarity and disapproves of misleading claims. For instance, Apple's new phone with Fingerprint reading technology can be used at the user's discretion, but this must be explicitly stated in their marketing.

The Consumer Protection from Unfair Trading 2008 ensures equal treatment for all customers. Businesses must maintain honesty with customers and other businesses. This primarily targets companies with poor customer treatment, prohibiting aggressive tactics or false promotions like fake closing down sales. However, this does not significantly affect Apple due to their exceptional customer service and positive feedback.

The Consumer Credit Acts 1974 and 2006 apply to companies lending money to consumers. Certain businesses must obtain licenses and undergo thorough vetting by the Office of Fair


Trading. Any customer complaints must be resolved by the Financial Ombudsman Service. It is a legal requirement for businesses offering credit or loans to regularly update customers on their accounts through annual statements. If a customer cannot repay their debt, the Financial Ombudsman Service has the authority to extend the repayment period, preventing seizure of belongings or bankruptcy proceedings. However, Apple is exempt from these regulations as they do not provide credit or loans;The Distance Selling Act, also known as the Consumer Protection Regulations 2000, is applicable to distance selling on e-commerce websites. It requires businesses to provide clear information to customers for informed decision-making. This includes disclosing details about international delivery, important business and product/service information, payment and delivery arrangements, and the consumer's right to cancel orders.

Apple addresses serving overseas customers by providing

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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.

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