BMGT 496
Project 2: Consumers and Marketing
BMGT 496
Introduction
Ethics are an important part of business, especially in terms of understanding
consumers and privacy policies. As a small business owner, it is important to understand the
target market to ensure the intended consumers are being reached in the safest and soundest
way in order to reduce risk of dissatisfaction, harm, or illegal action. Additionally, privacy
polities must be heavily considered in order to protect the company and its employees. The
following analysis relates typical consumers to the SOLEDIER SOCKS brand and explores
its ethical guidelines and privacy policies to determine how sound the company is in its
ethical guidelines.
Product Selection and Its Typical Consumer
Soledier Socks, initially inspired by a soldier who emphasized the importance of a
good sock, has grown to win the hearts and feet of military, first responders, frontline
workers, and ordinary civilians alike. In and out of uniform, the socks provide comfort to all
types of people for all types of occasions (soldier socks). The main customer for this
product is the Capable Consumer. These customers are able to freely make informed and
rational decisions. If they are not familiar with a product or brand, they are able to research
the information they would like to know in order to determine if the purchase is justified.
They reward companies that create quality products by allowing them to perform well in the
marketplace as a result of their purchasing decisions (Saylor Academy, n.d.a, 563).
Secondary to the Capable consumer, the typical customer for SOLEDIER SOCKS could be
, classified as the Contractual Consumer. The Contractual Consumer is already provided the
expectation that they will receive what they intended to purchase due to the company’s goal
for ultimate satisfaction. There is a mutual agreement in place where the buyer knows they
will pay USD for the exact products the order that will be shipped by the seller as soon as
the payment clears. The seller knows they must have the money available in their payment
method, trusting the company has the desired product in stock. If they are honest about
being able to pay, SS is expected to be honest about their ability to ship what the buyer
desires (554).
Consumer Purchase Decision
When making a purchase decision, the Capable Consumer is free to buy whatever
brand or product they want, because they are afforded many options and have the right to
purchase what they will. They are typically already informed and consequently interested in
acquiring goods or services, or they are able to research the company and its products before
making a choice to buy. Sometimes marketing can make a product seem “too good,” where
the informed buyer or the able researched can determine validity of a company’s claims. In
regards to SOLEDIER SOCKS, several positive product reviews and testimonials can ensure
the products are as great as they say they are, and the company is happy to remedy any
concerns otherwise. This consumer type allows customers to make well thought out
purchases that reward good companies for selling superior quality products in the
marketplace (Saylor Academy, n.d.a, 563). SOLEDIER SOCKS understands this consumer
has the freedom to choose another company to purchase socks from and still does not use
gimmicks such as the “disappearing deal,” (564) instead sales are always announced in
advanced and warnings to the end date are always provided. They also allow ambassadors to
have a code to share with their friends and family to provide a deal for those who are
interested in purchasing to increase community involvement. A Contractual Customer
Project 2: Consumers and Marketing
BMGT 496
Introduction
Ethics are an important part of business, especially in terms of understanding
consumers and privacy policies. As a small business owner, it is important to understand the
target market to ensure the intended consumers are being reached in the safest and soundest
way in order to reduce risk of dissatisfaction, harm, or illegal action. Additionally, privacy
polities must be heavily considered in order to protect the company and its employees. The
following analysis relates typical consumers to the SOLEDIER SOCKS brand and explores
its ethical guidelines and privacy policies to determine how sound the company is in its
ethical guidelines.
Product Selection and Its Typical Consumer
Soledier Socks, initially inspired by a soldier who emphasized the importance of a
good sock, has grown to win the hearts and feet of military, first responders, frontline
workers, and ordinary civilians alike. In and out of uniform, the socks provide comfort to all
types of people for all types of occasions (soldier socks). The main customer for this
product is the Capable Consumer. These customers are able to freely make informed and
rational decisions. If they are not familiar with a product or brand, they are able to research
the information they would like to know in order to determine if the purchase is justified.
They reward companies that create quality products by allowing them to perform well in the
marketplace as a result of their purchasing decisions (Saylor Academy, n.d.a, 563).
Secondary to the Capable consumer, the typical customer for SOLEDIER SOCKS could be
, classified as the Contractual Consumer. The Contractual Consumer is already provided the
expectation that they will receive what they intended to purchase due to the company’s goal
for ultimate satisfaction. There is a mutual agreement in place where the buyer knows they
will pay USD for the exact products the order that will be shipped by the seller as soon as
the payment clears. The seller knows they must have the money available in their payment
method, trusting the company has the desired product in stock. If they are honest about
being able to pay, SS is expected to be honest about their ability to ship what the buyer
desires (554).
Consumer Purchase Decision
When making a purchase decision, the Capable Consumer is free to buy whatever
brand or product they want, because they are afforded many options and have the right to
purchase what they will. They are typically already informed and consequently interested in
acquiring goods or services, or they are able to research the company and its products before
making a choice to buy. Sometimes marketing can make a product seem “too good,” where
the informed buyer or the able researched can determine validity of a company’s claims. In
regards to SOLEDIER SOCKS, several positive product reviews and testimonials can ensure
the products are as great as they say they are, and the company is happy to remedy any
concerns otherwise. This consumer type allows customers to make well thought out
purchases that reward good companies for selling superior quality products in the
marketplace (Saylor Academy, n.d.a, 563). SOLEDIER SOCKS understands this consumer
has the freedom to choose another company to purchase socks from and still does not use
gimmicks such as the “disappearing deal,” (564) instead sales are always announced in
advanced and warnings to the end date are always provided. They also allow ambassadors to
have a code to share with their friends and family to provide a deal for those who are
interested in purchasing to increase community involvement. A Contractual Customer
