This preview shows page 1. Sign up to view the full content.
Unformatted text preview: product component of the
marketing mix. Some are aimed at protecting the company, some at protecting the
consumer, and at least one at protecting both. Company Protection A company can protect its competitive position in new and
novel products under the patent law, which gives inventors the right to exclude others
from making, using, or selling products that infringe the patented invention. The federal
copyright law is another way for a company to protect its competitive position in a product. The copyright law gives the author of a literary, dramatic, musical, or artistic work 70 ker81063_ch03_058-077.indd Page 71 8/13/08 12:57:13 AM user
ker81063_ch03_058-077.indd Page 71 8/13/08 12:57:13 AM user /Volumes/203/MHBR060/ker10ch03
/Volumes/203/MHBR060/ker10ch03 the exclusive right to print, perform, or otherwise copy that work. Copyright is secured
automatically when the work is created. However, the published work should bear an
appropriate copyright notice, including the copyright symbol, the first year of publication, and the name of the copyright owner, and it must be registered under the federal
copyright law. Digital technology ha...
View Full Document
This document was uploaded on 01/30/2014.
- Spring '14