1. Consumer Regulation The Marketing Mix and Consumer Behaviour
Week 4 – 2/3

2. PLUS
Patents
Health and Safety
Finance Act

3. The Regulatory Environment
The four Ps (four Cs) approach
Product - Liability Trademarks Trade Descriptions
Price - Unit pricing Resale Price Maintenance
Place - arrangements with distributors - Silhouette Cartels
Promotion - Trade Descriptions Act, Advertising Issues ITC ASA

4. Marketing Environment Session 5 Social Responsibilities
Key terms
Societal Marketing
Ethics
Codes of practice
Balanced scorecard approach

5. Codes of Ethics
AMA
CIM
CBI

6. Encouraging Environmental Concern
Government actions
Supply chain pressures
External pressures
Self regulation

7. What is the relevance of social responsibility for the following
Confectionery manufacturer
Oil company
Car manufacturer
Furniture retailer
Mobile phone operator
Supermarket operator

8. Social Criticisms of Marketing
High prices
High costs of distribution
High advertising/promotional costs
Excessive mark ups
Deceptive practices
misleading advertising
High - pressure selling
Shoddy / unsafe products
Planned / inbuilt obsolescence
Penalising the disadvantaged

9. Marketing’s impact on society
Encouraging materialism
Imbalance between private and public goods - social goods BUPA versus NHS
Cultural pollution
Abuse of industry power

10. Consumers’ rights
Information
Protection
Safety
Heard
KENNEDY

11. Basic Framework Perception Motivation Search Evaluation Choice
Learning

12. The Product Onion The Actual Product The Extended Product
The Augmented Price

13. The Marketing Mix Price
All customers have some idea – a perception - about how much a product will cost them to buy
It may be ridiculous low in which case the promotion needs to clearly demonstrate the value
It may be perceived as being higher than it actually is / needs to be often when people do not understand the contents of the product – mystery in some technology
Keep the price to give maximum value
Increase the price to maximise value and provide investment in the future.

14. The Marketing Mix
Promotion D R I P

15. The Marketing Mix Place Chapter 17
After the product selection has taken place the decision of where / how to buy will be made often part of the search
Consumers will have learned behaviour always go to a shop which has good service and knowledgeable staff
Many people will have since only 2000 consider the internet as a serious credible option and TRUSTED eg Amazon started in books , cds easy to post have now moved onto other products – higher value often customers expect lower prices but also value the speed of service – delivery
RETAIL DISTRIBUTION IS AN INTANGIBLE PRODUCT

16. Creative Aspects Humour Size Position
Association like the message like the product
Film – Movie style – life style
Music

17. The Marketing Mix
Promotion A I D
(Strong 1925)

18. The Marketing Mix Promotion Hierarchy of Effects
(Lavidge & Strong 1961)

19. The Marketing Mix
Promotion
Information Processing
(McGuire 1978)

20. The Marketing Mix Promotion - Sales Promotion REASON TO BUY
Operant Conditioning – Rewards Competition
JND – extra product – reduced price - Perception
Exponentiation – free sampling
Loyalty schemes – reward loyalty

21. Basic Framework Motivation Perception Search Evaluation Choice
Learning