External Marketing: Competition, Protection, and Economy, Slides of Competition Law and Policy

Download External Marketing: Competition, Protection, and Economy and more Slides Competition Law and Policy in PDF only on Docsity! External Environment Docsity.com Basic Concepts • Environmental Scanning is the process of collecting information about the external marketing environment to identify and interpret potential trends • Environmental Management involves marketers’ efforts toward achieving organizational objectives by predicting and influencing the competitive, political-legal, economic, technological, and social-cultural environments. Docsity.com Pharma Companies have Temporary Monopolies Give your dog relief from arthritis pain, and give your children back their favorite companion. fhom arthritis pain. attention to yours. If your dog lags behind when minning or playing, or seems sf shrorward, find out how Rimady apron) has provided real relief for neatly a milion dogs with arthritis! As with other pain relievers in this class, rare but serious digestive and liver side affects may occur See your vetevnertan, or eal 1-800-720-DOGS. Fs NY eV aes CD Animal Health ‘www.rimadylcom = Docsity.com Types of Competition • Direct Competition – Competitors with similar products – Who are the major pick-up truck players? How about this company? • Indirect Competition – Products that are easily substituted – Who does Mountain Dew compete with? • Can competition be defined even more broadly?? Docsity.com Marketing Strategy • In developing a competitive strategy, we must ask ourselves…. – Should we compete? – If so, in what markets should we compete? – How should we compete? Docsity.com | Mffactina Marketi 1906 1970 1971 1972 1998 2000 2001 2001 1978 1980 1996 2003 C. Laws Protecting Consumers Federal Food and Drug Act National Environmental Policy Act Public Health Cigarette Smoking Act Consumer Product Safety Act Children's Online Privacy Protection Act (Cybersquating Law Electronic Signature Act Aviation Security Act 0. Laws Oeregulating Specific Industries Airline Dereguiation Act Motor Camier Act and Staggers Rail Act Telecommamications Act Amendments to the Telemarketing Sales Rule Prohibits adulteration and misbranding of food and drugs involved in interstate commerce; strengthened by the Food, Drug, and Cosmetic Act (1938) and the Kefauver-Harris Drug Amendment (1962). Establishes the Environmental Protection Agency to deal with various types of pollution and organizations that create pollution. Prohibits tobacco advertising on radio and television. Created the Consumer Product Safety Commission, which has authority to specify safety stan- dards for most products. Empowers FTC to set rules regarding how and when marketers must abtain parental permission before asking children marketing research questions. Bans the based-faith purchase of domain names that are identical or confusingly similar to existing registered trackemarks_ ‘Gives electronic ssgnatures the same legal weight as handwritten signatures. Requires airlines to take extra security measures to protect passengers, including the installa- tion of reinforced cockpit doors, improved baggage screaning, and incraased security training for airport personnel. Grants considerame freedom to commercial airlines in setting fares and choosing new routes, Significantly dereguiates trucking and railroad industries by permitting them to negotiate rates and senaces, Significantly dereguiates the tebecommunications industry by removing barriers to competition) in focal and long-distance phone and cable and television markets. Created a national Do Not Call Registry. which prohibits telemarketing calls to registered telephone numbers; restricted the number and duration of talemarketing calls generating dead air space with use of automatic dialers; cracked down on unauthorized balling; and required telemarketers. to transmit their caller ID information. Telemarketers must check the Do Not Call list quarterly, and violators could be fined as much as $11,000 per occurrence. Excluded from the registry’s restrictions are charities, opinion pollsters, and political candidates, Docsity.com Protecting Competition • Maintaining a Competitive Environment – Aimed at to maintaining a competitive environment by reducing the trend toward monopolies – Key Laws: • Sherman Antitrust Act • Clayton Act Docsity.com Regulating Competition • Regulating Competition – Meant to protect independent merchants against competition from larger chain stores – Key Laws (to protect Competitors) • Robinson-Patman Act Docsity.com Class Activity Think about the following food items and estimate: 1. Number of Calories 2. Number of Total Fat Grams Note: FDA recommends a diet consisting of 2,000 calories and 65 fat grams per day Docsity.com “Breakfast” “Lunch” “Dinner” “Late-Night Snack” Docsity.com Federal Regulatory Agencies • Federal Trade Commission • The FCC (telecommunications, radio, and television) • The Food and Drug Administration • Consumer Products Safety Commission • Federal Power Commission • Environmental Protection Agency • Securities & Exchange Commission Docsity.com Economic Environment • Factors that influence consumer buying power and marketing strategies • Stages in the business cycle – Implications for marketers?? Docsity.com Economic Environment • Key economic factors to consider and monitor: – Inflation – Deflation – Unemployment – Income • More importantly, discretionary income – Resource Availability Docsity.com Technological Environment • The application of knowledge in science, inventions, and innovations to marketing. • What’s the latest technology that has revolutionized the way we do business?? Docsity.com Social-Cultural Environment 3 Docsity.com Social-Cultural Environment • Important cultural issues can help marketers get consumers attention… – Terrorism as a platform to fight drug use – Canadian pride as a platform to sell beer • Hockey (pre-lockout) • Hockey (post-lockout) Docsity.com Ethical Issues in Marketing • Marketer’s standards of conduct and moral values Docsity.com