We have many other examples of unethical behaviour. Even though we have not listed all of them, we have to note that the most important thing in our practice of marketing is for every marketer to avoid unethical behaviour because this leads to frustrated and dissatisfied consumers. Unethical behaviour kills consumers patronage.
In order to take right action and avoid unethical behaviour, Laczniak (1986) recommends that the marketer should apply the following rules or motto that guide his behaviour.
I) The Golden Rule; The marketer should act in the way he will expect others to act towards him.
II) The Utilitarian Principle; The marketer should act in the way that the result in the greatest good for greatest number of people.
III) Kant's Categorical Imperative; a the marketer should act in such a way that the action should be a universal rule of behaviour.
IV) The Professional Ethics; The marketer should take action which would be viewed as proper by a disinterested panel of professional colleagues.
V) The TV Test; The marketer should always ask,would I feel comfortable explaining to a national TV audience why I took this action.
VI) Prima Facie Duties; Performance of "prima facie" (at first sight) duties which constitute moral obligations. These include duties of fidelity,gratitude,justice,beneficence,self improvement,and non maleficence (non injury to others).
Laczniak also adds that the marketer should ask the following questions in determining whether or not action an action or behaviour being contemplated is ethical or unethical.
I) Dies the action violate the law ?
II) Dies it violate any general moral obligations; duties of fidelity? Duties of gratitude? Duties if self improvement? Duties if non maleficence?
III) Does the action violate any special obligations stemming from the type of marketing organisation in question (eg the special duty of pharmaceutical firms to provide safe products).
IV) Is the intent of the action evil? Are any major evil likely to result from or because of it.
V) Is a satisfactory alternative action, which produces equal or more good with less evil than this action,being deliberately rejected.
VI) Does the action being taken infringe on the inalienable right of the consumer? Does the action leave another person or group less well off? Is this person or group already underprivileged.
