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Assignment #6 - Ethical Elements of Marketing There are...

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Ethical Elements of Marketing There are many ethical norms and practiced values which marketers attempt to practice as a principle in the marketing world. According to the AMA, American Marketers Association, there are three principle norms in which marketers must follow: do no harm, foster trust in the marketing system and embrace ethical values. The legal and ethical values in which marketers attempt to follow are: honesty, responsibility, fairness, respect, transparency, and citizenship. (American Marketers Association) The ethical norms for all marketers are musts in their field. Do no harm means “consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choice which are made.” (American Marketers Association) Fostering trust in the marketing system means to strive for “good faith”, establish fair dealings to go toward the quality and effectiveness of the exchange process; while avoiding deception in the product including: design, price, communication, delivery and distribution. (Cal State Long Beach, 2007) The final norm for marketers is to embrace ethical values. This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship. Honesty by definition is “telling the truth or able to be trusted and not likely to steal, cheat or lie.” (Cambridge Online Rescource Center, 2010) For a marketer honest is being forthright in the
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dealings with customers and stakeholders. (American Marketers Association) Honesty also includes striving to be trustworthy and
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