with a particular fi eld of ethics, namely, marketing ethics. It concentrates on the moral standard that
a marketer applies in designing and implementing marketing policies and strategies.
From the earlier discussion, it is clear that consumers are the focal point of any business activity. To
get customers and to retain them for a long period are the primary tasks of any marketer. However, in
the current age of tremendous competition, it has become common to observe that marketing managers
are more concerned about generating profi t, which in turn leads to unethical practices. Some of these
ethical issues are discussed here:
■Unfulfi lment of claim: The basic moral duty of a marketer is to serve customers with a product
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