On Commercial Marketing Ethics

Commercial marketing is a realistic trade activity under the guidance of marketing idea. It has gone through the periods of lacking morals, recognizing morals and needing morals . During the course, the marketing subject has changed from pure "economic people" to "moral people" by choosing strategy repeatedly and summarizing the experience constantly. The change is also the transition of marketing idea, which from "put money above everything else" to "everything must watch all" in the long-term management practice, and answered the question whether pursuing economic benefit is to the realization of mankind's happy life-the simple economic value can not ensure the realization of mankind's happy life. In order to realize the final goal that to develop economy is to realize mankind's happy life, it is necessary to restrain marketing activity by moral ration.On the basis of this theory prerequisite, the essay discusses the morals of marketing ethics from marketing subject and marketing process. On one hand, all marketing subjects sell goods to realize profits, in order to realize this goal, a series of ethic rules are needed to coordinate different marketing subjects, which are as following: being trust and loyal between manufacturer and middle agent merchant, being cooperative and mutual benefits between manufacturer and middle distributor merchant, being competitive among the intermediate traders. On the other hand, there is a common characteristic in marketing subjects while they sell goods, i.e. They all go through price making, sale promotion, sale service, after-sale service, and in those courses they each have morals: making price with mutual benefits and justice, sale promotion with honesty and health, service morals that customers come first. Thus in vertical and horizontal aspects, we put forward concrete morals for marketing.But these standards are only moral laws that are compelled to the enterprise and operators If we want the operator to be" virtuous trader", it is necessary to build environment to guarantee the operators morals management and to strengthen moral cultivation of the marketing subject. The former needs the support of economy ,law and morals while the latter must be tried by the entrepreneur and staff.