3 governmental factors o legislation affecting

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3. Governmental factors o Legislation affecting marketing activities can be divided into three categories: i. Promoting competition – e.g. the bill that prohibits restrictive trading practices like price collusion. ii. Limiting competition – e.g. laws providing Telkom and the Post Office with legal protection against competition. iii. Protecting consumer rights – e.g. the proposed Consumer Affairs Act. o Major consideration for marketers is legislation passed in response to pressure created by consumers, e.g. in response to those who have conducted business unethically. This has resulted in many organised formal structures to protect consumers’ rights. 8 basic rights for consumers: i. The right to basic needs ii. The right to safety iii. The right to be informed iv. The right to choose v. The right to be heard vi. The right to redress vii. The right to consumer education viii. The right to a healthy environment. 5
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4. Physical conditions o 2 aspects play a role in terms of the physical environment: i. Climate – determines kinds of crops that farmers grow and has an immediate influence on food consumption, use of clothing, housing patterns and the geographical distribution of the population. Climate affects all basic needs and wants of South African consumers: food, clothing and shelter. ii. Deterioration of the natural environment – deterioration has resulted in consumer demand for environmentally friendly, sound products as well as government regulations affecting product design and manufacture. 5. Societal factors o Societal factors include attitudes, values and lifestyles and are the most difficult variables to forecast, influence or integrate into marketing plans. 6. Technological factors o Technological advances affect consumer behaviour in the following ways: i. The way people access information about the marketplace and the alternatives it offers has been permanently altered ii. The way marketers communicate with their consumers has taken on a more electronic form iii. The ways consumers’ purchase processes are increasingly changing to take place via the internet and using credit card technology iv. The way consumers can now purchase anything from everywhere in the world at any time, thereby increasing competition for SA companies. Marketing responses to market characteristics: 1. Green marketing – growing concern for the environment lead to a different approach to marketing. This approach, called green marketing, focuses on the environment and generally involves: o Developing products whose production, use or disposal is less harmful to the environment than the traditional versions of the products o Developing products that have a positive impact on the environment o Linking the purchase of a product to an environmental organisation or event 2.
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