Bristol Zoo Case Study

Scenario:

Bristol Zoo has offered you a job as a marketing manager, this means your main role is to develop and improve their marketing and promotion. First of all you need to research marketing legislation. Also you need to find a contrasting business and give examples of each limitation.

Sale Of Goods Act 1979:

Goods that have been purchased have to be a satisfactory quality. The product must match the description it was described as in the promotion, this is essential. Bristol Zoo couldn't advertise as having elephants as they currently do not have an elephant enclosure, this would be false advertising and could lead to legal issues.

Sale and supply of good act 1994:

The main parts of the act relate to the quality being satisfactory, the

Ensures the customer knows exactly what interest rates they are being charged, advertisment material must show the APR. Tesco would need to supply all details regarding credit cards/ loans such as APR. They need to supply details about hidden fees, interest etc. Mobile phone companies have to give a customer 14 for a grace period for the try out of the phone, this helps the customer decide whether or not the phone is right for them.

Data protection act 1998:

This protects individuals' personal data, including written records and information on computers. Bristol Zoo should have peoples names,numbers and addresses as they send offers and special offers to vip members of the zoo. This could get the zoo extra money, and recognisation. By having people personal details the zoo must ensure all details they have are kept personal, allowing only Bristol Zoo members to access these records.

Advertising standards authority:

Advertising produces a code of practice, covers various advertisement such as press outdoor advertising, screen promotions and direct marketing. Adverts need to be honest and suitable for example Bristol Zoo need to make sure their products are suitable for children. If they had a large image of a spider advertising them the chances are the children are going to be scared to go there, but if they had a large picture of a lion cub, children would want to visit the Zoo more as lions are

Cadburys chocolate will be facing the pressure from health professionals as chocolate is unhealthy so children are advised to not eat as much which could be a bad thing for the company as sales may fall. Cadburys could lower the fat/sugar and salt that they put in the chocolate. By doing this health professionals will not pressure them as much.

Conflict with other functional areas:

This can become a major problem for example if budget cuts were made the company would have to choose areas to cut resources such as workers and equipment. Finance would have to work hard to decide what area of the company to cut budgets as they need to ensure it stops sales from falling further.

Ethical:

Ethics is all about doing the right thing, treating the customers fairly and charging fair prices. It wouldn't be fair for Blackberry and other phone manufacturers to collide in order to make higher prices as this means charging customers higher prices for things they may not want or need. It wouldn't be fair for Carpone Warehouse to put pressure on customers to buy extra products just to ensure the person serving them recieves extra points, as they are using peole in order for themselves to get rewards such as a pay