June 4, 2000 英译汉

Introduction
Despite extensive and thoughtful effort devoted to marketing ethics scholarship over the past several decades, the incidence of ethical violations in marketing practice remains high. The effectiveness of current approaches to marketing scholarship may be limited by the prevailing approach to marketing ethics, which tends to separate ethical analysis from marketing by overlaying such analysis on top of existing marketing theory, rather than integrating it. Such an approach, in the context of the fragmented nature of contemporary marketing theory, can cause normative tensions for marketing managers that in turn result in ethical violations. The service-dominant (S-D) logic, as proposed by Vargo and Lusch (2000a, b, 2000; hereafter VL), provides a more integrated approach to marketing theory that reduces these tensions, enabling a more ethical foundation for marketing.

Marketing ethics to date
Marketing ethics is “the systematic study of how moral standards are applied to marketing decisions, behaviors and institutions” (Murphy et al. 2000, p. xvii). According to a major review article examining the marketing ethics literature during the 1960’s and 70’s, the main topics covered included marketing research and managerial issues (e.g., purchasing; the four P’s) and to a lesser extent theoretical and consumer concerns (Murphy and Laczniak 1981). These earlier approaches tended to take a normative perspective, “developing guidelines or rules to assist marketers in their efforts to behave in an ethical fashion” (Hunt and Vitell 1986, p. 6). Subsequently, development of theoretical models of marketers’ ethical decision-making inaugurated a descriptive stream of research (Ferrell and Gresham 1985; Ferrell et al. 1989; Hunt and Vitell 1986). More recently, marketing ethics has built on both of these streams, applying normative guidance from moral and political philosophy (such as deontology, social contracts theory, and virtue theory) to the more complex understanding of the marketing ethics decision-making process provided by descriptive research (Dunfee et al. 1999; Murphy 1999; Smith and Cooper-Martin 1997; Takala and Uusitalo 1996).

The persistence of ethical issues
Nevertheless, issues such as misleading advertising, unsafe and harmful products, abuse of distribution channel power, and promotion of materialism, which were the main ethical concerns of the 1950’s, are still serious problems today, half a century later (Kotler 2000; citing Bowen 1953). New issues are regularly added to this list, including stealth marketing, predatory lending, promotion of off-label uses of pharmaceuticals, and online privacy (Karpatkin 1999; Murphy et al. 2000).

One important cause of the persistence of such issues is the tendency in current marketing theory to compartmentalize ethical issues. In general, theoretical developments in marketing are introduced without explicit consideration of ethics by their proponents, apparently on the assumption that such consideration can be separated from the “business” issues. For example, the concepts of target marketing, service quality, and brand equity were all accepted marketing practices long before ethical issues associated with them were analyzed (Abela 2000; Davis 1996; Smith and Cooper-Martin 1997). Even the S-D logic, which is proposed in this paper as a stronger ethical foundation for marketing, made no explicit reference to ethics in its initial formulation (Vargo and Lusch 2000a). As we will note below, there are ethical considerations implicit in the S-D logic, but we believe that they need to be made more explicit for marketing to have a firmer ethical foundation.

前言

在过去的几十年中，尽管人们在市场营销道德准则这门学问上倾注了大量深思熟虑的努力，但在营销实践中，违背营销道德准则的发生率却居高不下。当今盛行的这种处理营销道德问题的方法，倾向于将道德分析同营销本身割裂开来，通过把这种分析覆盖在已存在的营销理论之上，而没有将二者整合，这就限制了这种方法对营销学问的有效性。依据当代分立的营销理论，这种方法会给营销经理们带来常规性不安，反过来又会导致其违反道德准则。Vargo and Lusch （2000-2000）提出的以服务主导的逻辑理念为我们提供了一种更为综合的营销理论方法，可以减轻那些不安情绪，并赋予营销理念一种更坚实的道德支撑。

迄今为止的营销道德准则

市场营销道德准则是“系统地研究如何将道德标准应用于营销决策、营销行为以及营销制度中”， （Murphy 等人在17页中提到，2000）。曾有一篇重要的评论文章，分析了20世纪60年代至70年代的市场营销道德准则的著作，其主体涵盖了营销调查和管理问题（例如，采购；四个营销组合），较小层面上还涉及了理论上消费者关注的问题（Murphy and Laczniak 1981）。这些早期的方法倾向于采用常规视角，“发展指导方针或规则来帮助营销者们努力实现按伦理道德指导行为” (Hunt and Vitell，第6页，1986)。随后出现了营销者以道德为准则进行决策的理论模型，它们的发展开创了描述性调研的潮流(Ferrell and Gresham 1985; Ferrell 等1989; Hunt and Vitell 1986)。最近的市场营销道德准则已经是建立在所有这些潮流之上了，将常规指导应用于上至道德政治哲学上（诸如，道义论、社会契约论以及德行论），下至更为复杂的以营销道德准则为基础的、符合描述性调研的决策过程中(Dunfee et al. 1999; Murphy 1999; Smith and Cooper-Martin 1997; Takala and Uusitalo 1996).

伦理道德问题的持续存在
在20世纪50年代，主流的道德问题是诸如误导性广告、不安全或有害产品、分销渠道功能滥用甚至促销手段的物质化等，然而半个世纪之后，这些依然是当今的严重问题(Kotler 2000;引用 Bowen的话 1953).而且，新问题不断出现，包括秘密营销、强买强卖、促销适用范围以外的药物以及联机隐身等(Karpatkin 1999; Murphy 等 2000).

这些问题持续存在的重要原因之一就是在当前营销理年中，人们有区别对待伦理道德问题的趋向。概括的说，营销理论的发展是由其支持者们，在没有明确考虑到道德准则的情况下引进的，很显然，他们假设了这种道德问题可以与“商业”问题割裂开。例如，目标市场营销概念、服务质量、品牌价值等，早在分析与之紧密相关的道德问题之前，已经是人们普遍接受的营销实践(Abela 2000; Davis 1996; Smith and Cooper-Martin 1997).甚至，这篇论文中提到的以服务为主导的逻辑理念，作为营销理念的一个较强的道德支撑，在其早期的构想中却并没有明确参考道德准则(Vargo and Lusch 2000a).我们下面将注意到的是，在以服务为主导的逻辑理念中存在着一些隐性的道德问题，但我们认为它们应该更加明确地为营销理念提供更坚实的道德支撑。