Updated Project 2: Consumers & Marketing

Purpose: In this project, you will assess marketing from a business perspective. Specifically, you will complete research and use the course material to discuss a product, brand or industry, discuss how the product is suited to marketing of a particular company. You will also learn about the responsibilities of marketers in relation to ethics.

Outcomes met by completing this project:

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1. identify ethical issues that arise in domestic and global business environments using an understanding of ethical concepts and of legal and business principles

How to Set Up the Paper

Create a Word or Rich Text Format (RTF) document that is double-spaced, 12-point font. The final product will be between 6-8 pages in length excluding the title page and reference page. Write clearly and concisely.

Instructions:

The five “conceptions of a consumer” presents a framework for examining and organizing the purchase decision process of consumers. Thus, the framework presents an opportunity to examine the responsibility of the marketer to consider the ethical ramifications to its consumer base, i.e. Corporate Social Responsibility. The following 5 conceptions are defined and explained in the Business Ethics Workshop, eBook, Chapter 12.

1. The wary consumer

2. The contracting consumer

3. The protected consumer

4. The renegade consumer

5. The capable consumer

Course Material and Research

This project requires you to do research on the Internet. You are expected to use course material going beyond defining terms. You are expected to explain the ‘why and how’ of a situation. Avoid merely making statements but close the loop of the discussion by explaining how something happens or why something happens, which focuses on importance and impact. In closing the loop, you will demonstrate the ability to think clearly and rationally showing an understanding of the logical connections between the course material and the question(s) being asked. Using one or two in-text citations from the course material throughout the entire paper will not earn many points on the assignment. The support must be relevant and applicable to the topic being discussed. Points are not earned for mentioning a term or concept but by clearly and thoroughly explaining or discussing the question at hand.

Your Role

As consumers we can define our attitudes and acceptance or rejection of advertising based upon our perceptions and experience. But as students of Business Management, we are called upon to examine the topic more in depth and from a corporate perspective. Project 2 will address the following questions from the perspective of a business owner or chief marketing officer.

Use this link: Project 2 Template to complete this project.

Review the Paper

Read the paper to ensure all required elements are present.

The following are specific requirements that you will follow. Use the checklist to mark off that you have followed each specific requirement.

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