11. Spurious products: No company shall make or market spurious products. It will also not allow misuse of its company's name and brand by others to market spurious products. Even silently watching other's market spurious products should be considered a crime.
12. Fake products: No company shall make or market products that have names and sound like popular brand like "Suun Light" for "Sun Light", "Niki" for "Nike" or "Lacaste" for "Lacoste"
13. No fake surveys: It has been noticed that companies conduct fake marketing surveys. The modus operandi is serve a questionnaire and try to sell the product if the respondent shows positive attitude.
14. Transparency: There should be transparency in marketing products. There is a raging controversy about the ingredients of soft drinks in many countries. The way the marketers of these products are combating this issue leaves a lot to be desired.
15. Give total information: best way out of tricky problems is to offer total information about the issue and let the customer decide. Like the father of advertising has David Ogilvy has said "the customer is not a moron, she is your wife". Don’t under estimate the intelligence of the customer.
16. No fake discounts: It has been noticed that the companies enhance the price of the product and then give the increased price off as discount. This type of fake discounts should be discouraged.
17. No discrimination: No company shall discriminate among its customers. Usually discrimination is based on color, caste, creed, religion and on geography.
18. Benefit related products: All companies should try to sell or market only those products that give a genuine benefit to the customers. Often it has been seen that companies market products that offer no tangible benefit but encourage wasteful expenditure.
19. No forced sale: No company will sell a product by force. The days of hard sell are gone and now is the era of the soft sell or relationship selling. Make the customer a partner in your business and see your business grow.
20. Exact quantity: All companies will sell or market the product with the quantity that is specified on the package. There have been many instances where the companies have marketed products with 10% less quantity than what is mentioned on the package or made the package very big to make it appear as if the material inside is more. Such types of dubious activities should be stopped by the companies.
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