က်င့္၀တ္ ကိုးကား

Ethical Norms and Values for Marketers

 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. 
(အႏၱရာယ္မျဖစ္ေစရ) မိမိတို႔ေရြးခ်ယ္ဆံုးျဖတ္လိုက္ေသာ အရာမ်ားသည္ အႏၱရာယ္ျဖစ္ေစႏိုင္ေသာ ေဆာင္ရြက္ခ်က္မ်ားပါရွိပါက အသိစိတ္ဓါတ္အျပည့္အ၀ျဖင့္ က်င့္၀တ္ႏွင့္အညီ ေရွာင္ၾကည္ျခင္း၊ ဖယ္ထုတ္ျပီး၊ ဥပေဒႏွင့္ စည္းမ်ဥ္းမ်ားကို လိုက္နာေဆာင္ရြက္ရမည္။

1. 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.                                                                         (ေစ်းကြက္ေဖၚေဆာင္ျခင္းစနစ္အေပၚ ယံုၾကည္မ်ားျပားလာရမည္။) စားသံုုးသူႏွင့္ ကုမၺဏီအၾကား ဖလွယ္ရာတြင္ ယံုၾကည္ကိုးစားမွဳရရွိေစရန္ မွ်တစြာညွိႏွိဳင္းေစ့စပ္ရမည္ျဖစ္ျပီး ကုန္ပစၥည္း ပံုစံထုတ္ျခင္း၊ ေစ်းႏွဴန္း၊ ဆက္သြယ္ေဆာင္ရြက္ျခင္း၊ ေပးပို႔ျဖန္႔ျဖဴးျခင္းတို႔ ေဆာင္ရြက္ရာတြင္လွည့္ျဖားျခင္းကင္းရမည္။
2. Embrace ethical values  This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship.                                                                                                                                                            က်င့္၀တ္ တန္ဖိုးမ်ားကို ( ရိုးသားရမည္၊ တာ၀န္ယူရမည္၊ မွ်တရမည္၊ ေလးစားရမည္။ ထင္သာျမင္ရွိရမည္။ ႏိုင္ငံၾကီးသား ပီသရမည္။)
3. လက္ကိုင္ထားျပီး စားသံုးသူမ်ား၏ ယံုၾကည့္မွဳ႔ႏွင့္ ဆက္ဆံေရးမ်ား တည္ေဆာက္ေကာင္းမြန္ေအာင္လုပ္ရမည္။)

ETHICAL VALUES

Honesty (ရိုးသားရမည္။ စားသံုးသူႏွင့္ ဆက္ဆိုင္သူမ်ားအေပၚ ဆက္သြယ္ေဆာင္ရြက္ရာတြင္ ရိုးသားမွဳ႔ရွိရမည္။)– 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. အခ်ိန္တိုင္း အေျခအေနတိုင္း အမွန္တရားျဖစ္ေစေရး။
• Offer products of value that do what we claim in our communications. ေၾကျငာေျပာဆိုခ်က္အတိုင္း ကုန္ပစၥည္းတန္ဖိုး အႏွစ္သာရကို ေပးစြမ္းရမည္။
• Stand behind our products if they fail to deliver their claimed benefits. ေျပာဆိုခ်က္အတိုင္းျဖစ္မလာပါက တာ၀န္ရွိသည္။
• Honor our explicit and implicit commitments and promises. မိမိတို႔၏ သိသာေသာ မသိသာေသာအခ်က္ေၾကာင့္ျဖစ္ေစ ကတိက၀တ္ျဖစ္ေစ ေျပာဆိုခ်က္ျဖစ္ေစ တာ၀န္ခံရမည္။

Responsibility (တာ၀န္ယူရမည္။)–မိမိတို႔ဆံုးျဖတ္ခ်က္မ်ားႏွင့္ မဟာဗ်ဴဟာမ်ား၏ ေနာက္ဆက္တြဲအက်ိဳးဆက္မ်ားအတြက္ တာ၀န္ယူရမည္။) to accept the consequences of our marketing decisions and strategies.  To this end, we will:

• Strive to serve the needs of customers. စားသံုးသူမ်ား၏ လိုအပ္ခ်က္ကို ၾကိဳးစားျဖည့္စည္းရမည္။
• Avoid using coercion with all stakeholders.ဆက္ဆိုင္သူမ်ားအား ျခိမ္းေျခာက္ျခင္းမျပဳ ေရွာင္ၾကည္ပါမည္။
• 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.

Fairness (မွ်တရမည္။)– ေရာင္းခ်သူႏွင့္ ၀ယ္ယူသူႏွစ္ဦးစလံုး၏ အက်ိဳးစီးပြားလိုအပ္ခ်က္မ်ားကို မွ်တသင့္တင့္ေစရမည္။ 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.

Respect (ေလးစားရမည္။)– (လူ႔တန္ဖိုးႏွင့္ဂုဏ္သိကၡာတို႔ကို အသိအမွတ္ျပဳေလးစားရမည္။) 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.

Transparency (ထင္သာျမင္သာရွိရမည္။)– (ေစ်းကြက္ေဆာင္ရြက္ခ်က္မ်ားကို ေဆာင္ရြက္ရာတြင္ ပြင့္လင္းျပီး ထင္သာျမင္သာေသာ စိတ္ဓါတ္ျဖင့္ ေဆာင္ရြက္ရမည္။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.

Citizenship (ႏိုင္ငံၾကီးသား ပီသရမည္။)– 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.

IMPLEMENTATIONWe expect AMA members to be courageous and proactive in leading and/or aiding their organizations in the fulfillment of the explicit and implicit promises made to those stakeholders. We recognize that every industry sector and marketing sub-discipline (e.g., marketing research, e-commerce, Internet selling, direct marketing, and advertising) has its own specific ethical issues that require policies and commentary. An array of such codes can be accessed through links on the AMA Web site. Consistent with the principle of subsidiarity (solving issues at the level where the expertise resides), we encourage all such groups to develop and/or refine their industry and discipline-specific codes of ethics to supplement these guiding ethical norms and values.