Unformatted text preview: consumerism, a grassroots movement started in
the 1960s to increase the influence, power, and rights of consumers in dealing with
institutions. This movement continues and is reflected in growing consumer demands
for ecologically safe products and ethical and socially responsible business practices.
One hotly debated issue concerns liability for environmental abuse. CHAPTER 3 SCANNING THE MARKETING ENVIRONMENT These products are identified
by protected trademarks. Are
any of these trademarks in
danger of becoming generic? Both Company and Consumer Protection Trademarks are intended to
protect both the firm selling a trademarked product and the consumer buying it. A Senate report states:
The purposes underlying any trademark statute [are] twofold. One is to protect the public so
that it may be confident that, in purchasing a product bearing a particular trademark which it
favorably knows, it will get the product which it asks for and wants to get. Secondly, where
the owner of a trademark has spent ener...
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- Spring '14
- Marketing, Household income in the United States, Sherman Antitrust Act, ker81063_ch03_058-077.indd Page