营销伦理在市场经济中的重要性体现在哪些方面？

所有的经济交换行为，如生产方与供货方、雇主与雇员之间的所有交易，均包含着不确定性和不安全性的因素，交易双方相互信赖，可以起到降低交易成本的作用。营销伦理是对市场失灵的一种调整措施，因为它降低了制裁和监督的费用。营销伦理在市场经济中的重要性，表现在使交易双方在降低合同中的成本时具有可信性和互相信赖，使经营者在确定价格和履行购货合同或劳动合同中的义务时(特别是在供求双方的认识不同时及在供应方或需求方具有独特地位的时候)，在市场中具有自由决策的余地。

信任、可信、忠诚都是以经营者的道德态度为前提的，这些道德行为降低了交易支出的费用，提高了市场有效运行的能力，减少了市场失灵的概率。

Marketing ethics is the marketing main body in is engaged in the cardinal virtues criterion which in the marketing activity should have, namely the judgment enterprise marketing moves whether to conform to the consumer and society's benefit, whether to give the general consumers and the society brings the most greatly happy one kind of value judgment standard. Marketing ethics involves to the enterprise organization and the marketing personnel two levels: At the same time, looking from enterprise this main body, the modern enterprise is in a complex social large-scale system, enterprise's management behavior is to a certain extent displays through the marketing activityOn the other hand, looked from the marketing personnel's behavior that they in the marketing activity, have represented the enterprise behavior directly, namely marketing ethics displayed by the marketing activity's in individual. In turn, the consumer and the social public is judges it through the enterprise marketing behavior whether to conform to the legal rule and the social morals request. Carries on the marketing activity according to the enterprise marketing ethics's request, may cause the enterprise to achieve morality and justice and the benefit concurrently, seeks the benefit not to lose morality and justice.

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