Limitations and Constraints under which marketing departments operate.
• Legal Requirements
Consumer Law:
Businesses need to make sure that their marketing activities are within the law. The European Union has made the consumer protection act so much stronger over the years. The businesses must be able to keep up with the constant changes with the law and landmark just in case the activities they are currently doing are now illegal. If Apple does this to their business, they would have to pay fines (costs vary between how serious the activity has become) to suffer the consequences.
Sale of Goods Act 1979:
This act allows traders to sell goods that are described to such quality which the average user can understand which has to be of satisfactory quality. This does affect some marketing activity because it does require some level of explanation in their marketing activity and disapprove any claims the user has.
For Example: Apple has launched a new iPhone which has Fingerprint reading technology. They don’t require you to use it but you can use it at your own approval.
Consumer Protection from Unfair Trading 2008:
This act requires that all customers are treated the same way. One person can’t be treated differently to another. The business must also be honest with all its customers and other businesses. This does not really affect most companies because their customer service is good however it is mainly targeted at businesses that treat their customers well. In this act, the businesses cannot use tactics which are aggressive or put on false promotions such as a closing down sale when they are not closing down.
This does not really affect Apple because their customer service is very good and the feedback they get is very good.
Consumer Credit Acts 1974 and 2006:
This act applies to companies that lend money to various consumers. Businesses in these categories have to be licensed and thoroughly checked out by the Office of Fair Trading and all the complaints which the customer has given have to be settled by the
Consumer Law:
Businesses need to make sure that their marketing activities are within the law. The European Union has made the consumer protection act so much stronger over the years. The businesses must be able to keep up with the constant changes with the law and landmark just in case the activities they are currently doing are now illegal. If Apple does this to their business, they would have to pay fines (costs vary between how serious the activity has become) to suffer the consequences.
Sale of Goods Act 1979:
This act allows traders to sell goods that are described to such quality which the average user can understand which has to be of satisfactory quality. This does affect some marketing activity because it does require some level of explanation in their marketing activity and disapprove any claims the user has.
For Example: Apple has launched a new iPhone which has Fingerprint reading technology. They don’t require you to use it but you can use it at your own approval.
Consumer Protection from Unfair Trading 2008:
This act requires that all customers are treated the same way. One person can’t be treated differently to another. The business must also be honest with all its customers and other businesses. This does not really affect most companies because their customer service is good however it is mainly targeted at businesses that treat their customers well. In this act, the businesses cannot use tactics which are aggressive or put on false promotions such as a closing down sale when they are not closing down.
This does not really affect Apple because their customer service is very good and the feedback they get is very good.
Consumer Credit Acts 1974 and 2006:
This act applies to companies that lend money to various consumers. Businesses in these categories have to be licensed and thoroughly checked out by the Office of Fair Trading and all the complaints which the customer has given have to be settled by the