Marketing Management 3(2+1)

Lesson 06 : The Marketing Environment

Political and Legal Forces

The attitudes and reactions of people, social critics and governments affect political environment.

• The marketing systems are affected by governments
  • monetary and fiscal policies
  • import-export policies
  • customs duties
  • Legislation
• The consumer legislations protect consumer interest and others are formed to control and regulate trade policies.
• Business enterprises may not be allowed to resort to
  • price discrimination
  • false and misleading advertising
  • exclusive distributorships and tying agreements
  • deceptive sales promotion devices
  • division of markets
  • exclusion of new competitors
  • other unfair trade practices

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