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BU 220-8B: Principles of Marketing

U3A2 – Privacy Issues

Assignment 2 Objective: Summarize how privacy issues affect marketing practices.

Assignment 2 Description

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Review the Real Marketing 4.1 Article on p. 116 of the textbook. Summarize the issues presented in the article in one to two paragraphs and answer the following questions including citations as support for your responses:

1.Marketers watch consumer communication and what they do online. They use this information to personalize online shopping experiences. Is this sophisticated web research or a violation of consumer privacy?

2.Are there any laws in place currently to protect consumers in this area? If not, how can consumers feel protected when surfing various sites or chatting with others online?

3.What can marketers and organizations do in order to ensure that vital consumer information is private and that consumers feel comfortable visiting their websites and participating in data research?

Assignment 2 Parameters:

  1. Accurate description and reference of all concepts and theories learned from course material.
  2. Practical examples of concepts that lead to continuing interest in the topic.
  3. Synthesis of concepts and theories from other course activities.
  4. Well-organized, clearly presented work ( free from excessive spelling and grammatical errors)
  5. Properly cited sources using APA 6th edition (Introduction, Conclusion, Cover page, Reference page)
  6. No less than 2 pages in length
  7. Ensure use of the assignment rubric
  8. Required use of the following website as a guide to complete your analysis:

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