iscusses the different definition of customers either internal or external and how satisfying all customers’ needs helps the organization in term of accomplishing its quality objectives.
Read the article, and answer the following questions:
- In your own words, summarize the article. ( 150 – 200 words ) ( 2 marks )
- To which extent do you agree or disagree with the author point of view “that internal customers’ needs are important as externals to create a true quality environment” and Why? ( 150 – 200 words ) ( 2 marks )
- Discuss the tools needed to operate within the new environment as indicated by the author. ( 100 – 150 words ) ( 1 mark )
ound marks are a type of non-conventional trade mark wherein the distinctive sound or audio is an indication of the origin of the mark. Today a unique sound or combination of sounds or a signature sound, is one of the most powerful marketing tools. Catchy jingles are a brilliant way to ensure the consumer associates the product or brand with said jingle, i.e. sound mark. However, due to the use of the words ‘capable of being graphically represented’, sound marks are often not easy to get registered. Due to the inclusion of digital form in graphical representation, registration of sound marks is now relatively easier. Earlier, when graphical representation was limited to pen and paper format only, it was thought that an apparent solution would be to deposit a digital recording of the sound with the registrar. But this proposition was rejected by the International Trademark Association (INTA) as being impracticable, for firstly, sound cannot be published by the Trademark Registry and people would have to go to the registry to hear it, and secondly, it would be difficult for the registry to store so many sound samples. But these problems seemed to have been tackled by not only the new Trade Mark Rules of 2017, but also by general technological advancements. With access to the internet and unlimited cloud storage, the INTA’s apprehensions stand redundant. The first ever sound mark to get registered was way back in 1950 when the United States Patent and Trademark Office (USPTO) recognised NBC’s infamous three chimes as a trade mark capable of being registered. Over the years, a lot of sound marks have been registered all over the world, for instance, Metro Goldwyn-Mayer’s iconic lion roar, 20th Century Fox’s chime, Tarzan’s yell, Intel’s jingle, default ring-tone of a Nokia mobile phone and many more. In India the first ever sound mark was granted to Yahoo! Inc. in 2008 for a man’s voice yodelling yahoo. ICICI Bank was the first Indian entity to obtain sound track registration with the Indian Trade Mark Registry. Colour Mark Colour marks are those marks where a distinct colour or combination of colours is associated with a product or brand and takes us to the original source. Although graphical representation may not be a hurdle for colour marks, they are not easily granted. Section 10 of Trade Marks Act, 1999 talks about registration of a colour combination but only when such colour combination is present in an otherwise traditional logo or mark so that the colour is secondary and the design of the mark is the primary thing to get registered as a trade mark. Essentially the Act>GET ANSWER