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Ethical Consumers and Moralised Brandscape Globalisation Add in library

Referencing Styles : Harvard
Detailed description of assessment Assignment One: Essay Plan This assignment requires you to submit an outline plan for your essay (500 words) that summarises your intended approach to the subject you have chosen for your essay based on your reading. You will be given a form to complete with questions/headings about your approach and further notes on how to construct and useful and interesting essay. Your plan must contain full references to your intended sources. You will receive feedback on t ...

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Tags: Australia Melbourne Management Management University of Melbourne Management 

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Proposed Title/Focus of the essay.

ETHICS IN BUSINESS MARKETTING:  Use of ethics criterion in the process of working on consumer decisions has gained popularity now a day. This can be used as a way of strong consumer and production model. It is also important in this context to understand the points that motivates people for engaging in the kind of behavior that reflects expression of ethical self.

Outline structure for your paper.

An ethical brand and its focused values: (The clothing brand EVERLANE can be considered in this context which includes ethics in its marketing process)

Brand’s position in Ethical brandscape and position in view of its ethical values:

Comparison with two key competitor’s strategy:

Consumer’s reaction on web:

Authenticity and green-wash chances of the brand:

Issues with ethical marketing:

What theories/models/ideas will you include in your essay?

Theory that is primarily being included in this essay is Bagozzi’s  Marketing theory of Exchange,  an essential in elements of marketing exchange in ethical marketing.  Viral communication, considered as an efficient way for ethical marketing, is a part of  restricted exchange according to the theory.  It is a process of dual party exchange or a reciprocate exchange process and can be categorized as the traditional customer-salesman relationship.  If A is considered as consumer and B as salesman, the theory can described as in the fig:

There are number of executive ways for this method. But the process has a little bit of restrictions as the messages are restricted. It is believed to be the most efficient way of exchange.

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