The document outlines ethical norms and values that marketers must adhere to, including honesty, responsibility, fairness, respect, openness, and citizenship. It emphasizes the importance of fostering trust, transparency, and integrity in marketing practices while also adhering to legal and social obligations. Additionally, it warns against the consequences of unethical marketing, including consumer backlash and legal repercussions.

1. MARKETING ETHICS THE IMPACT UPON CONSUMERS AND COMPANIES

2. ETHICAL NORMS FOR MARKETERS Marketers must do no harm: This means doing work they are trained for so that they can actively add value to their organizations and customers.

3. ETHICAL NORMS FOR MARKETERS Marketers must foster trust in the marketing system: This means that products are appropriate for their intended and promoted uses. It requires non deceptive or misleading advertising. It requires good faith and fair dealing.

4. ETHICAL NORMS FOR MARKETERS Marketers must embrace, communicate and practice ethical values that will improve customer confidence in the integrity of the marketing exchange system.

5. ETHICAL VALUES FOR MARKETERS Honesty : To be truthful in our dealings with customers and shareholders Offer products of value that do what is claimed. Stand behind our products.

6. ETHICAL VALUES FOR MARKETERS Responsibility : Accept the consequences of marketing decisions and strategies. Acknowledge the social obligations to shareholders that come with increased marketing and economic power.

7. ETHICAL VALUES FOR MARKETERS Fairness : Try to balance justly the needs of the buyer with the interests of the seller. Represent products in a clear way in selling, advertising. Reject sales tactics that harm the customer. Will not engage in price fixing or price gouging.

8. ETHICAL VALUES FOR MARKETERS Respect : To acknowledge the basic human dignity of all stakeholders. Value individual differences even as we avoid stereotyping or depicting demographic groups (e.g., gender, race, sexual orientation) in a negative or dehumanizing way in or promotions. Listen to the needs of our customers. Acknowledge the contributions of employees to the marketing endeavors.

9. ETHICAL VALUES FOR MARKETERS Openness : To create transparency in our marketing operations. Strive to communicate clearly with all of our constituencies. Accept constructive criticism fro our customers. Fully disclose list prices and financing options.

10. ETHICAL VALUES FOR MARKETERS Citizenship : To fulfill the economic, legal, philanthropic and societal responsibilities. Protect the natural environment in marketing campaigns. Give back to the community through volunteerism and charitable donations.

11. ETHICAL VALUES FOR MARKETERS Implementation : Recognize that every industry sector and marketing sub disciipline (e.g., marketing, research, e-commerce, direct selling, direct marketing, advertising) has it’s own specific ethical issues that require policies.

12. UNETHICAL COMPANIES World Com

13. IT’S THE REAL THING......

14. $3.8 billion, accounting fraud World Com Price fixing Nike Concealed adding beef flavoring to french fries McDonalds Unfairly trying to close Mexican competitors Coca Cola False advertising Palm Price irregularities Walgreens King Cobra Anheuser Busch

15. WHY BE UNETHICAL Greed Inflate earnings Discrimination Price fixing Deception Misrepresentations Hike stock price

16. A WARNING TO UNETHICAL MARKETING The consumer will react unfavorably The consumer is still the KING The government will catch you The consumer will get you The cost can be enormous