A Study On The Issues Of Modern Enterprise's Marketing Ethics Evaluation

The issues of modern enterprise's marketing ethics have been universally observed and researched since the year of 1960. Marketing Ethics is the ethics standards estimating the marketing behaviors and the ethics criterions should be abided by modern enterprises when developing marketing activities. With these ethical standards and criterions, we can analyze and evaluate the ethics of modern enterprise's marketing behaviors. Marketing Ethics differs from Ethical Marketing, Law and Company Social Responsibility. The roots comprehensively exist that resulting in modern enterprise's marketing ethics problems, which lays the bases of unethical marketing behaviors and makes it prominent and of great significance the issues and the evaluation study of modern enterprise's marketing ethics. Although the evaluation criterions of modern enterprise's marketing ethics are very complicated, but it is the duty and the interest of modern enterprises to pay sufficient attention to the marketing ethics evaluation and ethically marketing.To begin with, to found the evaluation criterions is the primary content and the key of evaluating modern company's'marketing ethics. However, how to evaluate marketing ethics needs a series of theories and demonstration results to testify. This paper has analyzed several main modern enterprise's marketing ethical evaluation theories and models, which conclude some basic evaluation theories:the Basic Ideology of Chinese Business Ethics standing for the eastward values, the Utilitarian Theories and the Deontological Theories which both stand for westward ethical systems; three special evaluation theories: the Social Justice Framework, the Proportionality Framework and the Prima Facie Duty Framework; and five primary evaluation models: the Cavanagh's Ethics Decision-making Tree Model, the Laczniak's Questionnaire Model, the Hunt-Vitell Model, the Blanchard-Peale Ethics-Checking Model and the Smith's Marketing Ethics Sequential System Model.Furthermore, by establishing and using the concept of Modern Enterprise's Marketing Ethics Evaluation Index, a synthetic index which can be used to evaluate whether modern enterprise's marketing is ethical and how ethical it is, we can evaluate marketing ethics synthetically. With the Marketing basic concept"marketing process"and the marketing management process logic, and based on the analysis to the main exhibitions of modern enterprises'unethical marketing behaviors, this paper establishes the Modern Enterprise's Marketing Ethics Evaluation Model, which consists of eight...