MKT 360 Lecture Notes - Lecture 24: Nespresso, Intellectual Property, Variable Pricing

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Areas of potential legal problems in international marketing. Patents, trademarks, copyright laws: each country has their own laws in patents, trademarks, etc. Usa: they protect the inventor long period of protection. Individualism high so that(cid:859)s (cid:449)h(cid:455) the(cid:455) p(cid:396)ote(cid:272)t the i(cid:374)di(cid:448)idual. Japan: benefits society short period of protection, you made public your patent application so it gives a long time to get people ideas from your patent. Colle(cid:272)ti(cid:448)is(cid:373) is high so that(cid:859)s (cid:449)h(cid:455) the(cid:455) p(cid:396)ote(cid:272)t the so(cid:272)iet(cid:455). In many countries overseas distributors and wholesalers are protected from getting fired. If you want to give away with them, you have to give them compensation. Product quality laws and controls: you cannot market a food, (cid:373)edi(cid:272)i(cid:374)e o(cid:396) sha(cid:373)poo u(cid:374)less it(cid:859)s (cid:271)ee(cid:374) app(cid:396)o(cid:448)ed (cid:271)(cid:455) the fda. (in the us) Packing laws: what kind of info you have to put in your nutritional packages the government picks this: size, type, order in ingredients, etc.

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