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Essay

Marketing and Ethics (United Colors of Benetton)

Essay specific features

 

Issue:

Business

 

Written by:

Shirley W

 

Date added:

September 8, 2012

 

Level:

University

 

Grade:

A

 

No of pages / words:

7 / 1732

 

Was viewed:

3239 times

 

Rating of current essay:

 
Essay content:

The retail market is not served directly by the company but by investors who purchased the right to sell Benetton items in their stores. Therefore, Benetton is a "pure manufacturer," providing only clothes and use of the Benetton names to franchisees. Benetton's focus on creating an integrated relationship between the parent company and its licensees is further reflected in its efforts to speak personally to each consumer through the company advertisements...
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By using pictures of social issues that are familiar throughout the world, Benetton's advertisements appear to establish an intimate connection with all consumers, regardless of their ethnic background, language, or culture, by speaking through a medium that transcends national boundaries. As does its distribution method, Benetton strives to incorporate a sense of familiarity and family in each business sector...
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General issues of this essay:
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