Elements of the marketing mix

The consumer has basic legal rights if the product is:

- given a misleading description - of an unsatisfactory quality - not fit for its intended purpose

Trade Descriptions Act

According to the Trade Descriptions Act, false or misleading information must not be given about products. For example, accurate information must be given about who made the product.

No one element of the marketing mix is more important than another - each element ideally supports the others.

Firms modify each element in the marketing mix to establish an overall brand image and unique selling point that makes their products stand out from the competition.

Consumer protection

The law gives customers protection against unfair selling practices.

Elements of the marketing mix

The marketing mix is the combination of product, price, place and promotion for any business venture.

Consumer Credit Act 1974

This Act protects you when you borrow or buy on credit. The Consumer Credit Act states that: - Businesses must have licences to give credit. - No one under 18 is to be invited to borrow or buy on credit. - Businesses have to state an Annual Percentage Rate (APR). If you sign a credit agreement at home you have several days in which you can tear up the agreement. This is called a 'cooling off period'.

Sale and Supply of Goods Act 1994

This Act says that all products have to be of a 'satisfactory quality'. This means that they have to: - be safe - last for a reasonable amount of time - be fit for their intended purpose - have nothing wrong with them (unless the defect was noted at the time of sale)