Vasco Eiriz

ÉTICA NO MARKETING. Os princípios do código de ética da Associação Americana de Marketing enunciados em Marketing: An Introduction (da autoria de Gary Armstrong e Philip Kotler, Prentice Hall, New Jersey, p. 622-623) são extensos, mas vale a pena deixar aqui o inventário:

1. The basic rule of professional ethics: not knowingly to do harm.
2. The adherence to all applicable laws and regulations.
3. The accurate representation of their education, training, and experience.
4. The active support, practice, and promotion of this Code of Ethics.
Honesty and Fairness
Marketers shall uphold and advance the integrity, honor, and dignity of the marketing profession by:
1. Being honest in serving consumers, clients, employees, suppliers, distributors, and the public.
2. Not knowingly participating in conflict of interest without prior notice to all parties involved.
3. Establishing equitable fee schedules including the payment or receipt of usual, customary, and/or legal compensation for marketing exchanges.
Rights and Duties of Parties in the Marketing Exchange Process
Participants in the marketing exchange process should be able to expect that:
1. Products and service3s offered are safe and fit for their intended uses.
2. Communications about offered products and services are not deceptive.
3. All parties intend to discharge their obligations, financial and otherwise, in good faith.
4. Appropriate internal methods exist for equitable adjustment and/or redress of grievances concerning purchases.
It is understood that the above would include, but are not limited to, the following responsibilities of the marketer:
• Disclosure of all substantial risks associated with product or service usage.
• Identification of any product component substitution that might materially change the product or impact on the buyer’s purchase decision.
• Identification of extra cost-added features.
In the area of promotions,
• Avoidance of false and misleading advertising.
• Rejection of high-pressure manipulations, or misleading sales tactics.
• Avoidance of sales promotions that use deception or manipulation.
In the area of distribution,
• Not manipulating the availability of a product for purpose of exploitation.
• Not using coercion in the marketing channel.
• Not exerting undue influence over the reseller’s choice to handle a product.
In the area of pricing,
• Not engaging in price fixing.
• Not practicing predatory pricing.
• Disclosing the full price associated with any purchase.
In the area of marketing research,
• Prohibiting selling or fundraising under the guise of conducting research.
• Maintaining research integrity by avoiding misrepresentation and omission of pertinent research data.
• Treating outside clients and suppliers fairly.
Organizational Relationships
Marketers should be aware of how their behavior may influence or impact on the behavior of others in organization relationships. They should not demand, encourage, or apply coercion to obtain unethical behavior in their relationships with others, such as employees, suppliers, or customers.
1. Apply confidentiality and anonymity in professional relationships with regard to privileged information.
2. Meet their obligations and responsibilities in contracts and mutual agreements in a timely manner.
3. Avoid taking the work of others, in whole, or in part, and representing this work as their own or directly benefiting from it without compensation or consent of the originator or owner.
4. Avoid manipulations to take advantage of situations to maximize personal welfare in a way that unfairly deprives or damages the organization of others.