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Limitations and constraints on marketing activities

Limitations and constraints on marketing activities . Sales of Goods Act (1979). States that all goods and services sold must be: Fit for purpose (i.e. hiking boots must be durable for hiking on rough terrains)

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Limitations and constraints on marketing activities

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  1. Limitations and constraints on marketing activities

  2. Sales of Goods Act (1979) • States that all goods and services sold must be: • Fit for purpose (i.e. hiking boots must be durable for hiking on rough terrains) • As described (i.e. products must be sold as they have been described – it is not ok to say something will do something but then doesn’t actually have that feature) • Of satisfactory quality in relation to the price paid (i.e. businesses can not sell products that will fall apart within a week)

  3. Consumer Protection from Unfair Trading Act (2008) • This Act states that all customers are to be treated fairly • No aggressive sales tactics are to be used (i.e. sales staff cannot harass customers to buying something) • Promotions can not be misleading (i.e. firms cannot say they are having a closing down sale to entice customers into buying their products if they are not actually closing down)

  4. Consumer Credit Acts (1974 & 2006) • This Act states that all businesses who sell products on credit must inform their customers regularly on the balance they owe the business • If a customer falls behind on repayments, the Act states the FOS (Financial Ombudsman Service – the regulatory financial people) are able to step in and make the business give the customer longer to pay their debts

  5. Data Protection Act (1998) • This Act states that all data must be: • Obtained lawfully (not through taking customer information without their consent) • Used only for the purposes stated (e.g. the data cannot be sold to other businesses unless the customer says it is ok) • Safe (e.g. with relevant password protection etc.) • Not kept for longer than necessary • Adequate and not more information than is actually needed (e.g. no point in having someone’s date of birth unless it is actually required)

  6. Advertising Standards Authority • Voluntary (not law!!) • If an advertiser breeches the code of practice, the ASA can: • Insist that it approves any advertising before it is published or broadcast • Refer the advertiser to the Office of Fair Trading • Ask TV stations, radio stations and publishers to withdraw the advertising from their broadcasts and publications

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