Consumers And Marketing

BMGT 496 – Project 2:  Consumers and   Marketing (25%)

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 be between 6-8 pages in length excluding the title page and reference   page.  Write clearly and concisely.


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. (attached)

You may not use books in completing this project.  Dictionaries, encyclopedia and Wikipedia may not be used.