In addition to seeking legal assistance, marketing organizations may find value by engaging in either direct discussion between company employees and governmental personnel or indirect discussion through firms hired to serve as a representative for the marketing company (e.g., consultants, lobbyist). Representatives are particularly important when selling internationally where existing relationships between government personnel and a hired representative can effectively reduce bureaucratic red tape.
In situations where proposed legislation is likely to impact an entire industry, communication with the government may occur through a marketer’s participation in an industry trade group. These groups perform many tasks on behalf of their members including maintaining relations with governmental groups to ensure the industry’s voice is heard with regard to pending legislation that affects the industry.
Finally, marketers should not view the governmental environment as always erecting obstacles. In many cases laws and regulations present marketing opportunities. For example, the U.S. Federal government recently instituted airline travel regulations limiting the size of liquid, gel and aerosol products that may be carried on a plane. Several companies that produce personal care products (e.g., shaving cream, hair care, toothpaste, etc.) have viewed the new regulations as an opportunity to market their products in new packaging that they promote as being approved for airline travel.