营销伦理是什么？

商业伦理是关于道德对与错的专门研究，关注商业企业、制度和活动。伦理研究道德标准，以及这些标准如何应用于现代社会生产，如何应用于分配产品、服务的社会制度和组织，如何应用于这些组织中的员工活动。营销伦理是商业伦理的一个分支，是指在营销中所涉及的伦理问题，是人们在营销活动中的内在行为准则，有助于人们在物质需求满足与精神需求满足之间实现平衡。

从营销伦理的定义中可以明确以下两点。

(1)营销伦理是商业伦理的一个分支。

(2)营销伦理研究的是营销中所涉及的伦理问题，如产品开发与设计、价格制定、渠道建设和促销管理中企业的伦理问题。

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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