The federal antitrust acts have a strong influence on a number of marketing decisions. Although the acts are usually discussed in a basic marketing course, most introductory marketing textbooks do not discuss these acts in enough depth for the student to understand how marketing activities are affected. This article provides the marketing educator with a framework for introducing antitrust in the basic marketing course. Common terminology used in antitrust and key court decisions that established judicial standards in selected areas of antitrust are also presented for the marketing educator's reference.
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References
1.
Albrecht v. The Herald Company (1968), 390 U.S. 145.
2.
Areeda, Phillip (1981), Antitrust Analysis: Problems, Text, Cases, Boston: Little, Brown and Company.
3.
Bates v. State Bar of Arizona (1977), 97 S.Ct. 2961.
4.
Bement v. National Harrow Company (1902), 186 U.S. 70.
5.
Brown Shoe Company v. United States (1962), 370 U.S. 294.
6.
Cady, John (1982), "Reasonable Rules and Rules of Reason: Vertical Restrictions on Distributors,"Journal of Marketing, 46 (Summer), 27-37.
7.
California Computer Products, Inc. v. International Business Machines Corporation (1979), Antitrust Reports (July 5), No. 921.
8.
Contiental TV v. GTE Sylvnia (1977), 433 U.S. 36.
9.
Dr. Miles Medical Company v. John D. Park and Sons Company (1911), 220 U.S. 373.
10.
Eastern States Retail Lumber Dealer's Association v. United States (1914), 234 U.S. 600.
11.
Fashion Originator's Guild of America v. Federal Trade Com. mission (1941), 312 U.S. 457.
12.
International Business Machines Corporation v. United States (1936), 298 U.S. 131.
13.
International Salt Company v. United States (1947), 332 U.S. 392.
14.
Interstate Circuit v. United States (1939), 306 U.S. 208.
15.
Klor's v. Broadway-Hale Stores (1959), 359 U.S. 207.
16.
McCarthy, Jerome and William D. Perreault (1987), Basic Marketing, 9th ed., Homewood, IL: Irwin.
17.
Monsanto Co. v. Spray-Rite Service Corp. (1984), 684 F. 2d 1226.
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19.
Ostrom, Lonnie L. , Craig A. Kelley, and Donald W. Jackson, Jr. (1986), "Vertical Territorial Restraints: Rules of Legality and Guidelines for Channel Design,"Journal of the Academy of Marketing Science, 14 (Spring), 1-6.
20.
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21.
Sheffet, Mary Jane and Debra L. Scammon (1985), "Resale Price Maintenance: Is It Safe to Suggest Retail Prices?"Journal of Marketing, 49 (Fall), 82-91.
22.
Standard Oil Co. v. United States (1911), 211 U.S. 1.
23.
Theatre Enterprises v. Paramont Film Distributing Corporation (1954), 346 U.S. 537.
24.
United States Steel Corporation v. Fortner Enterprises (1977), 429 U.S. 610.
25.
United States v. Addyston Pipe and Steel Company (1899), 175 U.S. 211.
26.
United States v. Aluminum Co. of America (Alcoa) (1945), 148, F.2d 416.
27.
United States v. American Tobacco Co. (1911), 271, U.S. 106.
28.
United States v. Colgate and Company (1919), 250 U.S. 300.
29.
United States v. E. I. du Pont Nemours & Co. (1957), 353 U.S. 586.
30.
United States v. E. I. du Pont Nemours & Co. (Cellophane) (1956), 351 U.S. 377.
31.
United States v. Grinnell Corp. (1966), 384 U.S. 563.
32.
United States v. Jerrold Electronics Corporation (1961), 365 U.S. 567.
33.
United States v. Parke, Davis and Company (1960), 362 U.S. 29.
34.
United States v. Philadelphia National Bank (1963) 364 U.S. 321.
35.
United States v. Socony-Vacuum Oil Company (1940), 310 U.S. 150.
36.
United States v. Trans-Missouri Freight Association (1897), 166 U.S. 290.
37.
United States v. Trenton Potteries Company (1927), 273 U.S. 392.
38.
United States v. United Shoe Machinery Corp. (1954), 347 U.S. 521.
39.
United States v. United States Steel Corp. (1920), 251 U.S. 417.
40.
United States v. Von's Grocery Co. (1966), 384 U.S. 270.
41.
Utah Pie Co. v. Continental Baking Co. (1967), 386 U.S. 685.
42.
Werner, Ray O. (1985), "Marketing and the Supreme Court in Transition 1982-1984,"Journal of Marketlng, 49 (Summer), 97-105.
