There are 6 ethical values that marketers are expected to uphold, and these are:

1. Honesty Be forthright in dealings and offer value and integrity.
2. Responsibility Accept the consequences of marketing practices and serve the needs of customers of all types, while being good stewards of the environment.
3. Fairness Balance buyer needs and seller interest fairly, and avoid manipulation in all forms while protecting the information of the consumers.
4. Respect Acknowledge the basic human dignity of all the people involved through efforts to communicate, understand, and meet needs and appreciate the contributions of others.
5. Transparency Create a spirit of openness in the practice of marketing through communication, constructive criticism, action, and disclosure.
6. Citizenship Fulfill all legal, economic, philanthropic, and societal responsibilities to all stakeholders as well as give back to the community and protect the ecological environment. Think of a situation that you may have experienced, witnessed, or heard about where the unethical side of Marketing was displayed. In a 2-3 paragraph response tell about it and tell us why it was unethical.