%0 Journal Article
%T Establishing and Fuzzy Evaluating on Evaluation System to Enterprise Marketing Ethics --Data Analysis from Outer Customers<br>企业营销道德测评体系的确立与模糊评价———来自外部顾客的数据分析
%A GAN Bi-qun
%A ZENG Fu-e
%A <br>甘碧群
%A 曾伏娥
%J 系统工程理论与实践
%D 2006
%I 
%X The enterprise marketing ethics theory has been further developed in many fields since it was established.But the researches about test of marketing ethics level and assessment system are scare.For changing this situation,based on empirical research,an enterprise marketing ethics evaluation system is established by virtue of means analysis and principal factor analysis in this article.Using this assessment system,four enterprises were investigated and fussily evaluated. From the results three conclusions were drawn: First,from consumers'(outer customers') perspective,the enterprise marketing ethics evaluation system can be constructed by four indexes: sales promotion,honesty,social responsibility,equal competition.Second,from the fussy evaluation results of the four enterprises,we can infer that the level of enterprise marketing ethics is low in present China.Third,improving the ethical levels on sales promotion and equal competition should be one of the major jobs in the most of Chinese large enterprises when they build marketing ethics.
%K marketing ethics
%K evaluation system
%K fuzzy evaluation<br>营销道德
%K 测评体系
%K 模糊评价
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=01BA20E8BA813E1908F3698710BBFEFEE816345F465FEBA5&cid=962324E222C1AC1D&jid=1D057D9E7CAD6BEE9FA97306E08E48D3&aid=EDF6B0027B40BBE7&yid=37904DC365DD7266&vid=96C778EE049EE47D&iid=0B39A22176CE99FB&sid=68D88C2FCF9C3098&eid=228A710F49B6CE58&journal_id=1000-6788&journal_name=系统工程理论与实践&referenced_num=0&reference_num=17