stantial risks associated
with the product or service should be disclosed.
•Any product component substitution that might materially
change the product or impact the buyer’s purchase
decision should be disclosed.
•Outside clients and suppliers should be treated fairly.
•Confidentiality and anonymity in professional relationships
should be maintained with regard to privileged
information.
•Obligation in contracts and mutual agreements should
be met in a timely manner.
•The practice and promotion of a professional code of
ethics must be actively supported.
Product and Promotion
•Products and services offered should be safe and fit for
their intended uses.
•Communications about products and services offered
should not be deceptive.
•False and misleading advertising should be avoided.
APPENDIX B: MEASURES OF
MARKETING ETHICAL
NORMS2
52 Pallab Paul, Abhijit Roy, and Kausiki Mukhopadhyay
•High-pressure manipulations or misleading sales tactics
should be avoided.
•Sales promotions that use manipulation or deception
should be avoided.
Obligation and Disclosure
•One should discharge one’s obligations, financial or
otherwise, in good faith.
•The full price associated with any purchase should be
disclosed.
•Selling or fund raising under the guise of conducting
research should be avoided.
•Research integrity should be maintained by avoiding
the misrepresentation and omis英语论文网 【http://www.51lunwen.org】sion of pertinent
research data.
General Honesty and Integrity
•One should always adhere to all applicable laws and
regulations.
•One should always accurately represent one’s education,
training, and experience.
•One must always be honest in serving consumers,
clients, employees, suppliers, distributors, and the
public.
•One should not participate in a conflict of interest
without prior notice to all parties involved.
1. Adapted from the work of Yoo and Donthu (2002), based
on Hofstede’s (1991) dimensions.
2. Adapted from the work of Vitell, Rallapalli, and Singhapakdi
(1993).
Adler, Nancy and Susan Bartholomew (1992), “Academic and Professional
Communities of Discourse: Generating Knowledge on
Transnational Human Resource Management,” Journal of International
Business Studies, 23 (3), 551–69.
Bartels, Robert (1967), “A Model for Ethics in Marketing,” Journal
of Marketing, 31 (January), 20–26.
Blodgett, Jeffrey G., Long-Chuan Lu, Gregory M. Rose, and Scott
Vitell (2001), “Ethical Sensitivity to Stakeholder Interests: A
Cross-Cultural Comparison,” Journal of the Academy of Marketing
Science, 29 (2), 190–202.
NOTES
REFERENCES
Cultural Values on Marketing Ethical Norms 53
Borkowski, Susan C. and Y.J. Ugras (1998), “Business Students and
Ethics: A Meta-Analysis,” Journal of Business Ethics, 17
(August), 1117–27.
Burnett, Melissa, Nancy Keith, and Charles Pettijohn (2003), “An
Empirical Analysis of Factors Influencing Studen
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