Transcript
Australian Consumer LawCompetition and Consumer Act 2010
• Protect consumers
• Prevent restricted competition
Legal influences
Legal Influences
Deceptive and misleading
Price discrimination
Implied conditions
Warranties
Deceptive and Misleading
• Fine print
• Before and after
• Tests and surveys
• Country of origin
• Packaging
• Special offer
Bait and SwitchDishonest
Which of the following aspects of marketing is not addressed by consumer law?a) Warranties
b) Positioning
c) Implied conditions
d) Deceptive adevrtising
Which of the following aspects of marketing is not addressed by consumer law?a) Warranties
b) Positioning✔️
c) Implied conditions
d) Deceptive adevrtising
Ethical influencesConduct that goes beyond the legal requirements
Ethical criticisms of marketing
• Creation of needs (materialism)
• Stereotypical images
• Sex sells!
• Product placement
• Invasion of privacy
Ethical
• Truth, accuracy and good taste
• Products that may damage health
• Engaging in fair competition
• Sugging
Truth and Accuracy
Good Taste
Products that may damage health
Engaging in Fair Competition
Sugging / Frugging
What are the benefits and drawbacks to a business of being seen as ethical?
• Time to plan, implement
• Positive Image / Reputation
• Great Publicity
• Not guaranteed to be effective
• Attract Customers
• Cost to business
• Customer Loyalty
• Positive Employee Relations
• Attract Best Employees
• Attract Investors
• Effort to change focus
• No guaranteed returns
Ethics
Concept explorer (answer)What are the benefits and drawbacks to a business of being seen as ethical?
BENEFITS
• Positive Image / Reputation
• Great Publicity
• Attract Customers
• Customer Loyalty
• Positive Employee Relations
• Attract Best Employees
• Attract Investors
DRAWBACKS
• Cost to business
• Time to plan, implement
• Effort to change focus
• Not guaranteed to be effective
• No guaranteed returns
Extended Response – HSC 2012 Q.26
Why are ethical and government regulation important in marketing?
(20 marks)
Legal – ACL, ACCC, deceptive & misleading, price discrimination, implied conditions, warranties
Ethical – criticisms, truth, accuracy and good taste in advertising, products that may damage health, engaging in fair competition, sugging
Extended Response – HSC 2012 Q.26
Legal
ACL
ACCC
deceptive & misleading (fine print, before and after, tests/surverys, country of origin, packaging, special offer, bait and switch, dishonest)
price discrimination
implied conditions (consumer guarantees)
warranties (refunds, repairs, returns)
Extended Response – HSC 2012 Q.26
Ethical
criticisms (creation of needs, stereotypes, sex sells, product placement, invasion of privacy)
truth, accuracy and good taste in advertising (concealed facts, exaggerated claims, vague statements, good taste)
products that may damage health
engaging in fair competition (cartels, anti-competitive, misuse of power, exclusive dealing, resale price maintenance, mergers)
sugging
Criteria Mark
• Presents a sustained, logical and cohesive response and communicates clearly using relevant business terminology and concepts
• Shows the implications of the importance of ethical behaviour and government regulation to marketing
• Applies relevant case study/studies and contemporary business issues
17 - 20
• Presents a logical and cohesive response using relevant terminology and concepts• Makes eveident the relationship between ethical behaviour or government regulation and
marketing• Uses case study/studies and contemporary business issues
13 - 16
• Communicates using business terminology and concepts• Provides characteristics and features of ethical behaviour and/or government regulation in
marketing• May make some reference to case study/studies and contemporary business issues
9 - 12
• Communicates using some business terminology and concepts• Makes some reference to ethical behaviour and/or government regulation in marketing• May make limited reference to case study/studies and contemporary business issues
5 - 8
• Uses basic business terminology• May refer to case study/studies• May make reference to marketing
1 - 4
Your task …..
….. Each person in the class chooses an aspect of ethical or legal to write about
….. This is completed on Schoolbox as a collaborative document
top related