The Empirical Study Of Relationship Between Marketing Ethics And Marketing Performance

With the improvement of awareness of consumer sovereignty, now there is a growing concern over in marketing ethics of enterprises the academic circles. Market economy keeps on developing towards the depth and breadth, enterprises are faced with the perplexity - how to improve the moral standards of marketing, that is, what relationships exist between marketing ethics and enterprise efficiency? In order to answer the relevant questions, there is an urgent need for theoretical exploration and research. Western existing studies only associate enterprise marketing ethics with enterprise efficiency, or think about the relationship between ethics an marketing d economic benefits, but don't have the further exploration on whether there is the relationship between marketing ethics and marketing performance and how it is represented. At present the study on the relationship between marketing ethics and marketing performance of enterprises lacks, so this article is to explore and research it.This paper takes the relationship between marketing ethics and marketing performance in enterprise management as the background issue-if the enterprise follows the marketing ethics, whether there will be the positive impact on the promotion of marketing performance, or the marketing performance will stay in the same places and do better. On the basis of investigating the relative literature, the paper summarizes the evaluation dimension and divisible projects of marketing ethics and marketing performance which are based on the subjective evaluation angle of the enterprise identify them as the variables to establish the relation model between marketing ethics and marketing performance and put forward the initial research hypothesis. On the basis of qualitative theories and research hypothesis, this paper adjusts the application of the marketing ethics scale and improves other variables. The subjects of the study are the middle and top management who are in charge of marketing in. And judging by the survey data from the questionnaires, the research hypothesis is tested. The main conclusions are:(1) The level of enterprises' integrity, the fairness of competition and the level of social responsibility all have positive effect on financial performance, among which the effect of enterprises' integrity on the financial performance is most significant; the effect of social responsibility is not very significant; the effect of the fairness of competition on the financial performance is weak; the effect of enterprises'promotion on the financial performance of is uncertainty. (2) It is very significant that the level of enterprises' integrity, the fairness of competition and the level of social responsibility have positive effect on financial performance. The positive impact, The impact of fair competition on the marketing performance of the enterprises is relatively weaker of, but the relationship between ethical standards in business promotion and marketing performance is not clear; (3) there is a remarkable positive relationship between the financial performance of enterprises and their marketing performance; (4) Overall, the marketing ethics of enterprises have the significant positive influence on the marketing performance of enterprises. The marketing ethics of the enterprises not only have the significant positive influence on the improvement of comprehensive marketing performance, but every evaluation dimensions have the significant influence on the sub-index of marketing performance. The effect of the level of enterprises'integrity on the marketing performance is strongest, social responsibility the second, the level of the fairness of competition the third, and the level of enterprises'promotion uncertain.