Legal issues in marketing decision makingPDF电子书下载

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PART Ⅰ UNDERSTANDING THE LEGAL ENVIRONMENT 1

Chapter 1 Regulatory Background 5

HISTORICAL BACKGROUND 5

Common Law 5

Development of the Laws of Competition 6

Additional Federal Statutes 13

Federal Preemption 13

STATE REGULATION 14

Current State Enforcement Activities 15

The National Association of Attorneys General 16

INTERNATIONAL REGULATION 16

Regional Economic Communities 17

International Trade Agreements 17

SUMMARY 20

Chapter 2 Regulatory Enforcement 23

FEDERAL REGULATORY AGENCIES 23

Enforcement Methods 24

Sentencing Guidelines 28

MARKETERS' RESPONSE TO REGULATORY ENVIRONMENT 28

Compliance Programs 28

Department of Justice Antitrust Division Corporate Leniency Policy 30

ALTERNATIVE DISPUTE RESOLUTION 31

SUMMARY 33

PART Ⅱ LEGAL ISSUES IN PRODUCT DECISIONS 35

Chapter 3 Product Development 39

USE OF WARRANTIES 40

Disclosure Requirements 41

Written Warranty 42

Full and Limited Warranties 42

Remedies for Breach of Warranty 43

LABELING AND PACKAGING 44

Regulatory Agencies 44

Informative Labeling and Packaging 45

Warnings on Labels and Packages 47

False and Misleading Labeling 50

FTC Guidelines for Health and Nutrition Claims in Food Advertising 51

FTC Guidelines for Health and Nutrition Claims in Food Advertising 51

Guide for the Use of Environmental Claims in Marketing 53

Marketers' Response to Labeling Requirements 55

SUMMARY 55

CASES 56

Chapter 4 Product Decisions: Commercialization 61

PRODUCT LIABILITY 61

Product Liability Theories 62

Market Share Liability 64

Marketers' Responses to Product Liability Issues 65

PRODUCT LIABILITY AMONG CHANNEL MEMBERS 69

Wholesalers' Responses 70

Retailers' Responsibilities 70

Potential Damages for Product Liability Claims 71

GLOBAL ISSUES 71

HANDLING COMPLAINTS 72

PRODUCT RECALLS 72

Preventing Recalls 73

Responding to Recalls 73

TAMPERED PACKAGES 74

SUMMARY 75

CASES 76

Chapter 5 Product Decisions: Protecting the Product 83

PATENTS 84

Kinds of Patents 85

Securing the Patent 85

Patent Protection 86

Suggested Changes in Patent Law 89

TRADE SECRETS 89

Definition of Trade Secret 90

Methods for Protecting Trade Secrets 91

Protecting Customer Lists 92

Misappropriation of Trade Secrets 92

Remedies for Misappropriation 93

Defenses to Trade Secret Actions 93

COPYRIGHTS 94

What Can Be Copyrighted 94

What Cannot Be Copyrighted 94

Protecting a Copyright 95

Limits to Copyright Protection 96

Computer Program Protection 98

Penalties for Infringement 99

INTERNATIONAL CONSIDERATIONS 99

Foreign Use of U .S. Patents 101

The U.S. International Trade Commission 102

SUMMARY 102

CASES 103

Chapter 6 Product Decisions: Protecting the Trademark 111

HISTORICAL BACKGROUND 111

TRADEMARK DEFINITIONS 112

Adopting a Mark 113

TRADEMARK CONTROL 116

Trademark Counterfeiting 116

Preventing Genericness 118

Protection from Infringement 122

Protection from Dilution 127

GLOBAL ISSUES 128

SUMMARY 130

CASES 130

PART Ⅲ LEGAL ISSUES IN PROMOTION DECISIONS 137

Chapter 7 Advertising and the Federal Trade Commission 141

GOVERNMENT REGULATION OF ADVERTISING 141

FTC ENFORCEMENT ACTIVITIES 143

FTC Regulatory Standards 144

Legal Guidelines for Advertising 145

Unfair Advertising 152

Remedies for Unfair and Deceptive Advertising 153

SUMMARY 158

CASES 159

Chapter 8 First Amendment, Lanham Act, and Direct Marketing Activities 167

ADVERTISING AND THE FIRST AMENDMENT 167

Controlling Obscenity 171

ADVERTISING AND THE LANHAM ACT 173

Implications for Marketers 174

Criteria for False Advertising under the Lanham Act 175

Deceptive Comparison Advertising 176

DIRECT MARKETING 178

Direct Marketing by Mail 179

Direct Marketing by Telephone 180

Telemarketing by Television 182

Other Issues 183

SUMMARY 184

CASES 185

Chapter 9 Personal Selling and Sales Promotion 191

PERSONAL SELLING 191

Unfair Selling Practices 192

Salespersons' Misrepresentations 196

Penalties 198

Compliance Suggestions 199

Global Considerations 199

SALES PROMOTION 201

Trade Stimulants 202

Direct Consumer Stimulants 202

SUMMARY 206

CASES 207

PART Ⅳ LEGAL ISSUES IN PRICING DECISIONS 213

Chapter 10 Price-Fixing 217

PRICING OBJECTIVES AND POLICIES 217

New Product Pricing Policies 218

Competition-based Pricing Policies 218

PRICE-FIXING 220

Horizontal Price-Fixing 220

Vertical Price-Fixing 223

Global Issues 230

SUMMARY 230

CASES 231

Chapter 11 Price Discrimination 237

INJURY TO PRIMARY-LINE COMPETITION 241

Predatory Pricing 241

INJURY TO SECONDARY-LINE COMPETITION 245

Standard Price Reduction Systems 246

Indirect Pricing Practices 249

Guides for Advertising Allowances and Services 250

Inducing or Receiving Discriminatory Prices 251

Global Issues 252

SUMMARY 253

CASES 254

PART Ⅴ LEGAL ISSUES IN DISTRIBUTION DECISIONS 261

Chapter 12 Vertical Integration and Exclusionary Practices 265

QUASI-INTEGRATION TECHNIQUES 266

Refusals to Deal 267

Exclusive Dealing 269

Tying Arrangements 271

Defenses to Tying Arrangements 276

Reciprocal Dealing 277

SUMMARY 277

CASES 278

Chapter 13 Restrictions on Resale 285

LEGAL BACKGROUND 285

RESTRAINTS ON INTRABRAND COMPETITION 288

Vertical Territorial and Customer Restraints 288

Current Legal Status of Territorial and Customer Restraints 289

FRANCHISING 290

Kinds of Franchises 291

Benefits and Disadvantages of Franchising 291

Protecting the Franchisee 292

Current Legality of Franchising 294

DUAL DISTRIBUTION 295

Legality of Dual Distribution 296

CHECKLIST FOR A VERTICAL DISTRIBUTION PLAN 297

GLOBAL CONSIDERATIONS 297

Gray Market Activities 298

Marketers' Responses to Gray Market Activities 300

SUMMARY 302

CASES 303

PART Ⅵ LEGAL ISSUES IN MERGER AND JOINT VENTURE DECISIONS 309

Chapter 14 Growth and Diversification through Mergers and Joint Ventures 313

Classification of Mergers 313

Reasons for Mergers 314

Antitrust Laws that Impact on Mergers 314

Premerger Notification Requirements 316

HORIZONTAL MERGERS 317

1992 Horizontal Merger Guidelines 318

Defining the Market 318

Measuring the Market 318

Concentration and Market Shares 319

Potential Defenses 320

VERTICAL MERGERS 321

Forward Vertical Integration 321

Backward Vertical Integration 321

Reasons for Vertical Mergers 321

Control of Vertical Mergers 322

CONGLOMERATE MERGERS 323

Types of Conglomerate Mergers 323

Reasons for Diversification 324

Control of Conglomerate Mergers 324

Current Activities 326

JOINT VENTURES 326

Reasons for Joint Ventures 326

Control of Joint Ventures 326

Research and Development Joint Ventures 328

Health Care Joint Ventures 329

Consolidation in the Telecommunications Industry 330

INTERNATIONAL OPERATIONS 331

Webb-Pomerene Act 331

Export Trading Company Act of 1982 331

Department of Justice Guidelines for International Operations Antitrust Enforcement Policy 332

SUMMARY 334

CASES 336

Index 345

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