Study On Marketing Ethics Issues In Food Industry

Hunger breeds discontent, marketing behaviors in food industry relate to people's health and lives. In recent years, there have been lots of immoral marketing phenomena in food industry. This paper analyzes current domestic and international research situation of marketing ethics, and analyzes the immoral marketing behaviors in marketing research, immoral marketing behaviors in product strategy, immoral marketing behaviors in price strategy, immoral marketing behaviors in place strategy, and immoral marketing behaviors in promotion strategy in food industry. On the base of that, the paper analyzes the causes of marketing ethics issues in food industry, including external causes of food enterprises and internal causes of food enterprises. The paper pointing out that it is very necessary to evaluate marketing ethics in food industry. It sets up marketing ethics evaluation index system of food industry, and then introduces marketing ethics fuzzy evaluation in food industry. On the base of questionnaire survey, the paper uses marketing ethics evaluation index system of food industry and fuzzy evaluation to evaluate the marketing ethics level of Enterprise A. Finally, it points out that to strengthen marketing ethics building in food industry, in need of efforts of food enterprises themselves, government, food industry associations, as well as mass medias.