QUESTION 3:Choose one of the theoretical approhes considered during the module, apply it to a particular issue or text and discuss how useful that approach is in analyzing, evaluating or questioning your chosen topic.
Ethical Consumer and Fair Trade
Social responsibility and marketing ethics are natively controversial , continues research in this area represents conflicts and challenges addressed to marketers in respect to socially responsible approach to marketing activities(Laczniak and Murphy, 1993; Smith and Quelch, 1996).The aim of the essay is to explain arising phenomenon of Ethical consumption by the use of related theoretical frameworks, as well as explaining Fair Trade and paradoxes of ethical consumption in
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In addition, in international marketing the problem becomes even more complex and important as the common “good” should transcend country borders. Crane and Matten (2004) stresses the fact that their is no moral absolutes and hence the implication of what is moral is based on the social context of the society in which they are practised. Hence in marketing terms ethical relativism can justify diverse ethical standards applied to various countries and evolve over time. Besides , this forms a need for marketing adaptation within a particular market