MARK20100 Lecture Notes - Lecture 6: Rice Krispies, Clayton Antitrust Act, Sherman Antitrust Act
Document Summary
Chapter 3 analyzing the marketing environment continued . Conditions in the environment can be favorable or unfavorable: unfavorable: threat, favorable: opportunity. Legal environment (political) need to know (main. *sherman act: = prohibits monopolization and restraint of trade, monopolization: not only monopolies but attempts to monopolize. If combined companies have too great a share of a market. If a company satisfies needs too well, government could break up company because selling too well: *restraint of trade = price-fixing. I won"t lower my price if you don"t lower yours. Working with other company to decide on prices. Market allocation: we"ll go after these customers and the other company goes after those customers. Like a monopoly for each group of. Example: reasonable economic packaging size: wouldn"t be plausible for rice krispies to sell, *exclusive dealing arrangements = 2 kinds: You require your (business) customer not to buy from your competitors (to buy from you exclusively within certain product categories)
