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Marketing ethics covers standards and principles that determine satisfactorily conducts in the marketplace. Marketing occurs in the circumstance of an organization and unethical actions usually arise from the insistence to meet performance objectives. Some ethical issues in marketing involve attempts to delude and take vantage of situations. 
Ethics resource center (www.erc.org) reported that: “one in two employees witnessed at least one specific type of misconduct” in their recent National Business Ethics Survey. This survey clearly explicated the gain in corporate whistle-blowing accounts to the Securities and Exchange Commission. The overview of marketing ethics is deliberated to help in navigating and understanding organizational ethical conclusions.
In today’s business world, in accession to universal conclusions, managers must make minds pertaining what is correct or ethical to do. This isn’t a gentle task, Johnson (1981) showed that trouble confirming that in ethical conclusion making, sometimes beneficial and evil appear to be joint wares and a suitable effect is generally came with by a negative one.
Marketing ethics and ethics
Theorists worked to create the meaning of ethics. Runes (1964), DeGeorge (1982) and Taylor (1975) defined ethics using the term ethics interchangeably with morals. According to Vitell (1986) “ethics is an inquiry into the nature and grounds of moral judgments, standards, and rules of conduct relating to marketing decisions and marketing situations.” To the marketers, ethics especially in the workplaces refers to principles and standards (rules) which govern the organizational members conduct and marketing decisions consequences. Ethics is therefore the practices that emphasize trustworthy, transparent and responsible organizational and personal marketing actions and policies that exhibit fairness and integrity to stakeholders and consumers. (Murphy, Laczniak, Bowie and Klein, 2005).
Marketing ethics shifts focus to standards and principles that explain acceptable marketing conducts emphasizing todays marketing ethics which goes beyond regulatory, legal and marketing issues which builds long-term marketing kinships. Marketing ethics should be regarded from organizational and individual perspective. From individual perspective, moral philosophies and personal values are the fundamental to ethical conclusions in marketing. Responsibility, fairness, citizenship and honesty are values assumed to guide composite marketing choices in organizations context. Concerning organizational perspective, codes, training and organizational values provides necessarily shared approaches and consistency to ethical decision making. (Ferrell, 2005). Marketing ethics however requires requires excluding the unintended marketing activities consequences by considering the stakeholders together with their pertinent interests.
Factors affecting marketing ethics
Today’s marketing ethics focuses on issues such as: fairness, honest, trust, privacy, discrimination, conflicts of interest and fraud. Marketing ethical decision making means ethical behavior and business ethics in general. Marketing ethics in organizational perspective is influenced by organizational culture, interests from external stakeholders and own moral values and philosophies which have impacts on ethical issues recognition and marketing ethics determinations.
Individual’s philosophy and moral development, coworkers and organizational culture influences the reason why dissimilar people perceive issues with different intensity. (Robin, Reidenbach, and Forrest, 1996). Ethical policies and codes of conduct, top directions actions towards ethical effects, the morals and value growth and philosophies of coworkers, the chances for misconduct all add to an organization’s ethical mood and that influences whether or not sure decisions are assumed with an ethical opinion or not. The particular work position is also a factor that influences ethical behavior. Research shows that there is a universal tendency to subject top sales performers to a greater extent laxly than pathetic sales performers for enlisting in superposable forms of unethical marketing behavior (Bellizzi and Hasty, 2003).

Marketing ethical problem
Marketers are mostly accused, not just a few times in promoting and launching on low quality market products to ensure competition in several segments of the marked market prices. There are also market complaints which relates to the increase in price of commodities. This happens so to preserve the image of the brand or to save more profits as encumbered by the huge costs of advertisements and campaigns. This strives clients with little financial possibilities of access to key services and products. Marketing ethical problem is also raised by responsibilities for handling and maintaining of consumers. This happens if those employees in the field can make needs and ensure that the consumers purchases them if though they aren’t in dire need of them.
Attas (1999) indicated that an advert will be viewed as deceptive and misleading only if it is sensible to anticipate that persons disclosed to it, or those aimed by it, would descend to agree false notions as a consequence of vulnerability to it. It might also be believed  that the consumer lead astray by an advert will be influenced to buy the publicized  product and in that way either acquiring less than what  he believed he would or giving more than he ought to. Furthermore, consumer’s incredulity about the comeliness of advertisement can make them to dismiss ethical circumstance for purchasing products
Unjust pricing and rating is a alarming consumerist concern since pricing is the highest most sore issue to consumers. Ethically, prices are supposed to be proportional or equal to gain which is aimed by the consumers. French et.al. (1982) and Lisa, (2004) discovered that bulk of the responders believed that price charged by companies are in excess and unfair. Uusitalo and Oksanen (2004) indicated that equity with pricing is a crucial thoughtfulness among the consumers in demanding for the pro-consumerist or pro-ethical purchasing. 
Extra ethical effects linked to pricing comprise of non-price price increases, misguiding price diminution, price advert which can be misguiding or believed as fraudulent and their limitations are not explicated well, the exercises of price determining that affect the system of contention, marauding pricing which directs to have noncompetitive position, prejudiced pricing, pricing coverings of products in accordance to the products’ quantity and unit basis and exercising of misguiding pricing methods.
Customer care is a very efficient and important effect for any business in meeting customers’ demands. Proper customer care mostly creates a picture to the customers as the social and ethical responsible firm. French et.al. (1982), “defined customer care as the companies’ engagement in complaint handling and after sales service to the customers.” Companies should to allow for a value added service by; offering confidentiality courteous and polite services, and proactive problem solving, an open door policy and guiding and handling petition in rational and timely manner. 
Before continuing to ethical decision-making march, it must have explored clearly the conflict between ethical dilemmas and ethical issues. An ethical issue is a situation, a problem, or an opportunity that calls for a group, individual or an organization to select among various activities that must be measured as wrong or right. On the opposite, an ethical dilemma is a situation, a problem or opportunity that demands a group, an individual or organization to select among various unethical or wrong actions. For professionals and marketers, ethical dilemmas rise when loyalties and responsibilities conflict and a conclusion about the reserve or ethical flow of action must be created. Often a decision is needed among option fulfills that me adjoin the competing and obligating interests. In this regard, an ethical decision-making process can be useful to lead the conclusion makers to treat important issues that need to be regarded before accepting an action.

Solving ethical issues
There is a dire need to keep apace of ethical issues in the modern marketing. Such ethics includes:

Compliance and corporate responsibility 

Compliance to statutory requirements and legislation is very crucial, if not the most significant. All managers have a duty to assure that their company’s operates inside the law. This includes: providing timely financial statements, enforcing appropriate safety and health legislation, abiding by with employment legislations and abiding by with consumer legislations. The company should also abide by with code of conduct and legislation that is particular to its course of business. Data security and money washing rules must be complied to and followed.


Customer or client interactions must be led by a maxim of fairness. The marketing lit should not be misleading but it should be honest. Products marketed should be suited for the said purpose. 
Fairness is peculiarly useful in an industry such as insurance services or financial services that markets an impalpable product. The company must invalidate allurements of improper selling at all cost. To avoid allurements of unjust behavior, there must be a fair and clear mechanism for comporting with complaints.

Community involvement 

In future, the society shall become more and more aware and mindful of ethical issues. Marketing professionals will take an heightening concern in long-term relationships with their clients, customers and their stakeholders. A careful company has to repose to maximize this interest. An active concerning in the entire community, advancement of local charities and a creditworthy attitude to clients and employers can be applied to evidence that the company practices, “cares” and has an ethical attitude.

Today, various drives are forcing companies to commit to a higher level of ethics: changing employee expectations, rising customer expectations, pressure and government legislation the comprehension of social standards by investors, and varying business procurance practices. There is need for companies to evaluate whether they are really exercising socially and ethical creditworthy marketing. Unfortunately, most organizations determine minimal acceptable ethical behavior and enforce this level. While satisfactory ethical behavior is deduced from the industry, cultural, organizational and professional environments, individual behavior may disagree grounded on ethical judgments (Hunt and Vitell, 2006). Marketing ethics remains a composite area; although, marketing exercise evidently has been brought into confining conformity with dominating ethical standards, marketing shall be below pressure from organizational exertions to institutionalize conventional ethics plans in order to meet stakeholder needs. Both descriptive and normative understanding will be called for to amend marketing ethics. There are lots of chances to lead to the progress of knowledge in this crucial area of marketing. 
In conclusion, this marketing ethics overview furnishes a brief abstract of the major works in the area and we advocate readers to depict their own perceptivity’s from these significant works.
UUSITALO, O. and Oksanen, R., “Ethical consumerism – a view from Finland”, International Journal of Consumer Studies, 2004.

Long-Chuan Lu, Gregory M. Rose and Jeffrey G. Blodgett, The Effects of Cultural Dimensions on Ethical Decision Making in Marketing, Journal of Business Ethics, Editura Kluwer Academic, 1999; 

Johnson, Harold L. (1981), Ethics and the Executive, Business Horizons.

Runes, Dagobert D. (1964). Dictionary of Philosophy, Litdefields, Adams, Patterson.

Taylor, Paul W. (1975). Principles of Ethics: An Introduction, Dickerson Publishing Co., Inc., Encino, California.

Robin, D.P., R.E. Reidenbach, and P.J. Forrest. (1996). The Perceived Importance of an Ethical Issue as an Influence on the Ethical Decision-Marking of Ad Managers. Journal of Business Research, Vol. 35, 17-29.

Murphy, P.E., G.R. Laczniak, N.E. Bowie, and T.A. Klein. (2005). Ethical Marketing, Upper Saddle River, N.J: Pearson Prentice-Hall.

Ferrell, O.C. (2005). A Framework for Understanding Organizational Ethics, in Business Ethics: New Challenges for Business Schools and Corporate Leaders. R.A. Peterson and O.C. Ferrell, (eds.) Armonk, New York: M.E. Sharpe.

DeGeorge, Richard R.: (1982), Business Ethics, 2nd ed. Macmillan Publishing, New York.

Hunt, S.D. and Vitell, S.J. (2006). The general theory of marketing ethics: a revision and three questions, Journal of Macromarketing, Vol. 26 No. 2, pp. 1-11.