We use cookies to give you the best experience possible. By continuing we’ll assume you’re on board with our cookie policy

External Influences Affecting The Development Of The Marketing Strategy Essay Sample

essay
The whole doc is available only for registered users OPEN DOC

Get Full Essay

Get access to this section to get all help you need with your essay and educational issues.

Get Access

External Influences Affecting The Development Of The Marketing Strategy Essay Sample

External Influences

The customer: The customer has obvious influences on my marketing strategy such as buying behaviour this will include such things as the taste they like, the price they like and the size and shape of the can they prefer. But they also have other issues which can be addressed under 3 different heading:

1. Ethical issues – these are the morals that people live under in most societies. This is currently turning into a large issue for companies because of some companies exploiting these morals. These include such things as Child Labour (exploiting children in 3rd world countries), Employee Treatment (poor working conditions etc) and Product Development (non-genetically modified goods)

2. Environment issues – this is concerned with recyclable packaging and other factors like this. Burn will need to use aluminium cans so that they can be recycled so to keep the environment safe and clean.

3. Social Issues – this is involving the company with a world organisation such Green Peace and World Aid.

The industry: The actions of industry members need to be monitored by a number of independent bodies (Advertising Standards Authority (ASA) and Code of Advertising Practise Committee); they also need to subscribe to a code of practice (e.g. British Code of Advertising Practices) which will ensure that members behave ethically when marketing their products.

The ASA is responsible for the following:

* Press – national and regional newspaper

* Outdoor advertising – posters, transport, and aerial advertising.

* Direct marketing – including direct mail, leaflets, brochures etc.

* Screen promotions – including cinema screen commercials and advertisements via electronic means.

* Sales promotions – competitions, prize draws etc.

They will ensure that its member’s advertisements comply with a set of standards to ensure that the advertisements are legal, decent, honest, and truthful.

The ASA does not actually have any legal influence over its members but if they break the ASA’s standards they will face sanctions such as Refusal to offer advertising space, generate negative publicity through monthly reports on offenders, and withdraw privileges of membership.

The Chartered Institute of Marketing is comparable to the ASA in ways because they both have their own codes of practise to which members must abide. Both of these bodies exist because organisations will obtain a certain amount of prestige and trustworthiness (from the public) by being affiliated with these bodies.

Legal constraints: There are many acts that are in place to make sure that goods are advertised by organisations are sold in line with certain standards as directed within.

The Sale of Goods Act -This act ensures that goods provided are of ‘merchantable quality’. That is, they and suitable for their intended purpose, for example drinks must ingredients and taste must match what they say they are.

The Trade Descriptions Act – Under this act goods must be described accurately when offered for sale, for example an energy drink must do the effects it says it will.

The Weights and Measures Act – This act ensures that consumers receive the actual quantity of good that are led to believe they are purchasing, for example if a drinks can says 250ml then there must be 250ml of the drink excluding the packaging unless stated.

The Food and Drugs Act – This requires companies to provide warnings and directions on their product so that food that is inadvertently consumed or given when it could be potentially harmful. This currently very relevant for energy drinks due to death in the USA due the consumption of an energy drink, for example a product which may contain peanuts will need to say this on the packaging.

The Broadcasting Act – This act is regulated by the Independent Television

Commission. The Independent Television Commission (ITC) regulates the licensing of television commercials and undertakes to protect consumers interests.

Their power comes from the Broadcasting Acts of 1990 and 1996 which allows the

ITC to issue advertising licenses.

The Competition Act – this act has two main functions:

1. The investigation of matters referred to it by the Director General of Fair

Trading, in regard to the existence of monopolies, mergers, and disputes.

2. Hear appeals made against decisions made under the Competition Act in relation to mergers etc.

The Office of Fair Trading – this is a government body which has been set up to ensure that anti-competitive behaviour is not allowed and that the interests of consumers and traders are protected. Even to the extent of recommending changes in laws where necessary to ensure a competitive and fair environment.

We can write a custom essay

According to Your Specific Requirements

Order an essay

You May Also Find These Documents Helpful

Act of commercial & legal

The judge may assume that the agreement between the parties is legally enforceable, the case is Carlil v Carbolic Smoke Ball Co. the carbolic smoke ball company produce a smoked ball that contain chemical due to influenza epidemic in England in 1891. The company belief the smoked ball can prevent influenza and finally make an advertisement in newspaper and promising a reward of £100 to...

Clinique New High Impact Curling Mascara.

This is an advertisement for a new Clinique mascara which is supposed hold curls up to 24 hours. This advertisement has one main objective, it is trying to make consumers aware of this product. They are doing it because it is a new product (suggested because it says "NEW High Impact Mascara..") and is probably just been put out onto the market, so they want...

Cutting Through The Clutter

Advertising is everywhere. From buses, to trains, to subways one may find themselves sucked into advertisements after a long day's work. A person can only absorb so many messages. Out of the hundreds of ads they are bombarded with each day, people are only going to truly process advertisements and signs that they need for personal importance or information. Clutter is the "noise" created in...

1920-s Print Adverts

One of the operations that these advertisements share in creating a desire for goods is the implantation of a multi-layered calendar or schematization of time in the mind of the consumer. According to these advertisements, life is punctuated and divided by events or changes of scene. For the middle or skilled working class, this calendarization of time already has a precedent in the workplace: time...

The Mirror Never Lies

Busy or not, we all come across advertisements at one time or another.  After all, media is almost always around us everywhere, every time.  Once you take a flip to a page on a magazine or newspaper, switch the button on to turn on the television, or even take a glance or so at the billboard, there pops out right on your face, an advertisement...

Get Access To The Full Essay
icon
300+
Materials Daily
icon
100,000+ Subjects
2000+ Topics
icon
Free Plagiarism
Checker
icon
All Materials
are Cataloged Well

Sorry, but copying text is forbidden on this website. If you need this or any other sample, we can send it to you via email.

By clicking "SEND", you agree to our terms of service and privacy policy. We'll occasionally send you account related and promo emails.
Sorry, but only registered users have full access

How about getting this access
immediately?

Become a member

Your Answer Is Very Helpful For Us
Thank You A Lot!

logo

Emma Taylor

online

Hi there!
Would you like to get such a paper?
How about getting a customized one?

Couldn't Find What You Looking For?

Get access to our huge knowledge base which is continuously updated

Next Update Will Be About:
14 : 59 : 59
Become a Member