Section 1: Introduction
In marketing, issues such as price discrimination, cheating of customers, bribes, dishonest advertising, price collusion posed by competitors, overselling and unfairness to employees especially in prejudiced hiring and unfair remuneration, all present big ethical problems in business. These discrepancies are bound to happen since they occur during interactions among humans which is inevitable in marketing. The issue then is how to manage them and suppress them and their accrued consequences. A researcher is mandated to get accurate and reliable information from the respondents. They are at times lured into deceiving the respondents into not what the actual research actually entails. The act of lying or even cheating is ethically unacceptable. On the other hand, they may be too considerate about the interests of the respondents, thus collecting insufficient information that is not fit for the research. In this case it will be unethical in that they did not accomplish what they were mandated to do.
•Section 2: Analysis of the situation
Methodology
In order to curb the problem of unethical behavior in marketing, we need to identify the major setbacks and situations during which ethics are not adhered to. With these then we can identify possible solutions for every one of it. The first one to consider is the credibility of a marketing research. The integrity of a research is usually hampered by activities such as deliberate withholding of information to both clients and employees, alteration of the results obtained by employees, presentation of falsifying figures, the misuse of statistics, and ignoring of data than may seem not to be so important (American Marketing Association, 1982). All these end up to the achievement of a substandard research result. Dishonesty here is the main drawback. Why should important information about the