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In September 2012, Chinese media reported several makers of antibiotics in China used gutter oil — re-purposed oil salvaged from restaurant waste, gutters, drains and animal fat — in their products instead of more expensive soybean oil. Chinese suppliers have been involved in several high-profile scandals over the past five years involving food and health safety — including the tainting of infant formula, milk products and pet food with various unsavory chemical products not meant for human or animal for consumption. To investigate  this kind of marketing ethics problem, people should not only focus on the factors of enterprise, but also should relate to marketing environment characteristics during the economic transition period of China.

Enterprise One-sided seeks for profit maximization, but did not meet the requirements of the marketing ethics. Now china is in the market economy transformation period, the immature market economy environment, lead to some enterprises excessive short-term behavior and speculation. Some people mistakenly believe that market economy means “amoral”, “cheating”, didn’t realize that the essence of market economy is credit economy, is established on the basis of moral and ethics.

The asymmetry information leads to the lack of marketing ethics. The rapid development of modern science and technology create many potential demands of consumers that are unnecessary. Consumers tend to passively accept the information and the general consumer is hard to evaluate the quality of the high-tech products, the cost of consumer search and evaluates products go up.

Imperfect legal system gives rise to low cost of illegal business behaviors. In a series of food safety incidents in recent years, as we can see perfect the food safety law is imminently. On account of the law is imperfect; the strength of government supervise and punishment to amoral marketing behaviors is not enough tolerate the unethical behavior.