|
Statement
of Ethics
|
 W & W Partners and Consultants
fully understand the importance of business ethics.
We therefore abide
by the Code of Ethics of The American Marketing Association.
The American Marketing
Association commits itself to promoting the highest standard
of professional ethical norms and values.
Norms are established
standards of conduct that are expected and maintained by society
and/or professional organizations. Values represent the collective
conception of what communities find desirable, important and
morally proper. Values also serve as the criteria for evaluating
our own personal actions and the actions of others.
As marketers, we
recognize that we not only serve our organizations but also act
as stewards of society in creating, facilitating and executing
the transactions that are part of the greater economy. In this
role, marketers are expected to embrace the highest professional
ethical norms and the ethical values implied by our responsibility
toward multiple stakeholders (e.g., customers, employees, investors,
peers, channel members, regulators and the host community).
We therefore commit
to:
Do no harm. This means consciously avoiding harmful actions or
omissions by embodying high ethical standards and adhering to
all applicable laws and regulations in the choices we make.
Foster trust in
the marketing system. This means striving for good faith and
fair dealing so as to contribute toward the efficacy of the exchange
process as well as avoiding deception in product design, pricing,
communication, and delivery of distribution.
Embrace ethical
values. This means building relationships and enhancing consumer
confidence in the integrity of marketing by affirming these core
values: honesty (to be forthright in dealings with customers
and stakeholders), responsibility (to accept the consequences
of our marketing decisions and strategies), fairness (to
balance justly the needs of the buyer with the interests of the
seller), respect, transparency (to create a spirit
of openness in marketing operations).and citizenship (to
fulfill the economic, legal, philanthropic and societal responsibilities
that serve stakeholders).
To this end, we will:
Strive to be truthful in all situations and at all times
Offer products of value that
do what we claim in our communications
Stand behind our products if
they fail to deliver their claimed benefits
Honor our explicit and implicit
commitments and promises
Strive to serve the needs of
customers
Acknowledge the social obligations
to stakeholders that come with increased marketing and economic
power
Recognize our special commitments
to vulnerable market segments such as children, seniors, the
economically impoverished, market illiterates and others who
may be substantially disadvantaged
Consider environmental stewardship
in our decision-making
Represent products in a clear
way in selling, advertising and other forms of communication;
this includes the avoidance of false, misleading and deceptive
promotion
Reject manipulations and sales
tactics that harm customer trust
Avoid knowing participation in
conflicts of interest.
Seek to protect the private information
of customers, employees and partners
Value individual differences
Listen to the needs of customers
and make all reasonable efforts to monitor and improve their
satisfaction on an ongoing basis
Make every effort to understand
and respectfully treat buyers, suppliers, intermediaries and
distributors from all cultures
Acknowledge the contributions
of others, such as consultants, employees and coworkers
Strive to communicate clearly
with all constituencies
Accept constructive criticism
from customers and other stakeholders
Explain and take appropriate
action regarding significant product or service risks, component
substitutions or other foreseeable eventualities that could affect
customers or their perception of the purchase decision
Disclose list prices and terms
of financing as well as available price deals and adjustments
Strive to protect the ecological
environment in the execution of marketing campaigns
Give back to the community through
volunteerism and charitable donations
Contribute to the overall betterment
of marketing and its reputation
Urge supply chain members to
ensure that trade is fair for all participants, including producers
in developing countries. |
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