ABSTRACT
MARKETING SHAPES THE RELATIONSHIP between sellers andbuyers, generally companies and consumers, in a process that can be both cooperative and competitive. Market forces emphasize efficiency in resource allocation and maximize utility as measured by the satisfaction of consumer preferences. Market theory asserts that transactions entered into by willing sellers and buyers yield benefits as desired by both parties. A key ethical issue associated with marketing relates to free choice principles, particularly how business actions to promote the sale of products and services affect a buyer’s decision to purchase and their resulting welfare gain or loss. Essentially, ethical analysis asks whether companies, or other stakeholders, bear any responsibility for adverse impacts resulting from a product’s purchase or use, particularly where advertising or other promotional techniques influence the buyer’s preference and behavior.
