- Value [1] Honesty
- to be forthright in dealings with customers and 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.
- Value [2] Responsibility
- to accept the consequences of our marketing decisions and strategies. To this end, we will: * Strive to serve the needs of
customers. * Avoid using coercion with all stakeholders. * 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.
- Value [3] Fairness
- to balance justly the needs of the buyer with the interests of the seller. To this end, we will: * 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. * Refuse to engage in price fixing, predatory
pricing, price gouging or "bait-and-switch" tactics. * Avoid knowing participation in conflicts of interest. * Seek to protect
the private information of customers, employees and partners.
- Value [4] Respect
- to acknowledge the basic human dignity of all stakeholders. To this end, we will: * Value individual differences and avoid
stereotyping customers or depicting demographic groups (e.g., gender, race, sexual orientation) in a negative or dehumanizing
way. * 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, to marketing endeavors.
* Treat everyone, including our competitors, as we would wish to be treated.
- Value [5] Transparency
- to create a spirit of openness in marketing operations. To this end, we will: * 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.
- Value [6] Citizenship
- to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders. To this end, we will:
* 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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