The AMA Code of EthicsThe AMA Code of Ethics

Could Egyptian Marketing Professionals Agree on a Could Egyptian Marketing Professionals Agree on a List of Rules, Perhaps Similar to This? The List of Rules, Perhaps Similar to This? The IMI IMI

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Members of the AMA are committed to Ethical Professional Members of the AMA are committed to Ethical Professional Conduct…Conduct…

Marketers must accept Marketers must accept responsibility for the consequences responsibility for the consequences of their activities and make every of their activities and make every effort to ensure that that their effort to ensure that that their decisions, recommendations and decisions, recommendations and actions function to identify, serve actions function to identify, serve and satisfy all relevant publics: and satisfy all relevant publics: Customers, organizations, and Customers, organizations, and society.society.

Responsibilities of the Responsibilities of the MarketerMarketer

Marketers’ Professional Conduct must Marketers’ Professional Conduct must be guided by:be guided by:– The basic rule of professional ethics: Not The basic rule of professional ethics: Not

knowingly to do harm; knowingly to do harm; – The adherence to all applicable laws and The adherence to all applicable laws and

regulations;regulations;– The accurate representation of their The accurate representation of their

education, training, and experience; andeducation, training, and experience; and– The active support, practice, and The active support, practice, and

promotion of this Code of Ethics.promotion of this Code of Ethics.

Responsibilities of the Responsibilities of the MarketerMarketer

Marketers shall uphold and advance Marketers shall uphold and advance the integrity, honor, and dignity of the the integrity, honor, and dignity of the marketing profession by:marketing profession by:– Being honest in serving customers, clients, Being honest in serving customers, clients,

employees, suppliers, distributors, and the employees, suppliers, distributors, and the public;public;

– Not knowingly participating in conflict of Not knowingly participating in conflict of interest without prior notice to all parties interest without prior notice to all parties involved; andinvolved; and

– Establishing equitable fee schedules Establishing equitable fee schedules including the payment or receipt of usual, including the payment or receipt of usual, customary and/or legal compensation for customary and/or legal compensation for marketing exchanges.marketing exchanges.

Honesty and FairnessHonesty and Fairness

Participants in the marketing exchange Participants in the marketing exchange process should be able to expect that:process should be able to expect that:– Products and services offered are safe and Products and services offered are safe and

fit for their intended uses;fit for their intended uses;– Communications about offered products and Communications about offered products and

services are not deceptive;services are not deceptive;– All parties intend to discharge their All parties intend to discharge their

obligations, financial and otherwise, in good obligations, financial and otherwise, in good faith; andfaith; and

– Appropriate internal methods exist for Appropriate internal methods exist for equitable adjustment and/or redress of equitable adjustment and/or redress of grievances concerning purchases.grievances concerning purchases.

Rights and Duties of Rights and Duties of Parties in the Marketing Parties in the Marketing Exchange ProcessExchange Process

– Disclosure of all substantial risks Disclosure of all substantial risks associate with product or service usage;associate with product or service usage;

– Identification of any product component Identification of any product component substitution that might materially change substitution that might materially change the product or impact on the buyer’s the product or impact on the buyer’s purchase decision;purchase decision;

– Identification of extra cost-added Identification of extra cost-added features.features.

In the Area of Product In the Area of Product Development and Development and ManagementManagement

– Avoidance of false and misleading Avoidance of false and misleading advertising;advertising;

– Rejection of high-pressure Rejection of high-pressure manipulations, or misleading sales manipulations, or misleading sales tactics;tactics;

– Avoidance of sales promotions that use Avoidance of sales promotions that use deception or manipulation.deception or manipulation.

In the Area of In the Area of PromotionsPromotions

– Not manipulating the availability of a Not manipulating the availability of a product for the purpose of exploitation;product for the purpose of exploitation;

– Not using coercion in the marketing Not using coercion in the marketing channel;channel;

– Not exerting undue influence over the Not exerting undue influence over the reseller’s choice to handle a product.reseller’s choice to handle a product.

In the Area of In the Area of DistributionDistribution

– Not engaging in price fixing;Not engaging in price fixing;– Not practicing predatory pricing; Not practicing predatory pricing;

disclosing the full price associated with disclosing the full price associated with any purchase.any purchase.

In the Area of PricingIn the Area of Pricing

– Prohibiting selling or fundraising under Prohibiting selling or fundraising under the guise of conducting research;the guise of conducting research;

– Maintaining research integrity by Maintaining research integrity by avoiding misrepresentation and avoiding misrepresentation and omission of pertinent research data;omission of pertinent research data;

– Treating outside clients and suppliers Treating outside clients and suppliers fairly.fairly.

In the Area of Marketing In the Area of Marketing ResearchResearch

– Marketers should be aware of how their Marketers should be aware of how their behavior may influence or impact the behavior may influence or impact the behavior of others in organizational behavior of others in organizational relationships.relationships.

– They should not demand, encourage, They should not demand, encourage, or apply coercion to obtain unethical or apply coercion to obtain unethical behavior in their relationships with behavior in their relationships with others, such as employees, suppliers, others, such as employees, suppliers, or customers.or customers.

Organizational Organizational RelationshipsRelationships

– Apply confidentiality and anonymity in Apply confidentiality and anonymity in professional relationships with regard to professional relationships with regard to privileged information; privileged information;

– Meet their obligations and responsibilities in Meet their obligations and responsibilities in contracts and mutual agreements in a timely contracts and mutual agreements in a timely manner;manner;

– Avoid taking the work of others, in whole or in Avoid taking the work of others, in whole or in part, and representing this work as their own or part, and representing this work as their own or directly benefiting from it without compensation directly benefiting from it without compensation or consent of the originator or owner;or consent of the originator or owner;

– Avoid manipulation to take advantage of Avoid manipulation to take advantage of situations to maximize personal welfare in a way situations to maximize personal welfare in a way that unfairly deprives or damages the that unfairly deprives or damages the organization of others.organization of others.

Organizational Organizational RelationshipsRelationships

– PRIVACY: Info collected from customers should PRIVACY: Info collected from customers should be confidential and used only for expressed be confidential and used only for expressed purposes. Data should be safeguarded against purposes. Data should be safeguarded against unauthorized access. unauthorized access.

– OWNERSHIP: Info obtained from Internet OWNERSHIP: Info obtained from Internet sources should be properly authorized and sources should be properly authorized and documented.documented.

– ACCESS: Marketers should treat access to ACCESS: Marketers should treat access to accounts, passwords, and other info as accounts, passwords, and other info as confidential, and ONLY examine or disclose confidential, and ONLY examine or disclose content when authorized by a responsible content when authorized by a responsible party. The integrity of others information party. The integrity of others information systems should be respected with regard to systems should be respected with regard to placement of information, advertising or placement of information, advertising or messages.messages.

AMA Code for MRKT on the AMA Code for MRKT on the InternetInternet

Moral Judgment vs. Moral Judgment vs. Moral AwarenessMoral Awareness

““Any AMA members found to be in Any AMA members found to be in violation of any provision of this violation of any provision of this Code of Ethics may have his or Code of Ethics may have his or her Association membership her Association membership

suspended or revoked…”suspended or revoked…”