A company has little regard for consumers needs and wants. Here, customer satisfaction is taken to an extreme. No matter what the customer does, it is ok. Nowadays, most ethicists believe that Relationship Marketing is a reasonable practice leading to positive relationships between buyers and sellers. Relationship marketing requires that rules are not necessarily contractual.
Relationship marketing allows buyers and sellers to work together.
If this is true, new challenges are presented for marketing ethics and professionals in the field of marketing who want to conduct business in an ethical way. Marketers must be aware of ethical standards and acceptable behavior. Since these three groups almost always have different needs and wants, ethical conflicts are likely to arise. Second, an ethical conflict may arise when one s personal values conflict with the organization. In either case, a conflict of interest is a possible outcome.