Consumers and 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:

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
   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.
2. The wary consumer
3. The contracting consumer
4. The protected consumer
5. The renegade consumer
6. The capable consumer

Sample Solution