Learning Objectives Chapter 16

8.) Discuss legal and ethical issues in retailing.

Like marketers, retailers are subject to the laws of the countries and localities where they operate (e.g., laws regarding price fixing or bait-and-switch tactics). They also face a number of ethical issues. Consumers want retailers to buy only products made in accordance with certain values they hold. Retailers must also consider the legal and ethical issues in their choice of target markets. Refusing to sell to a would-be customer because of a characteristic may lead to charges of illegal discrimination. The use of direct selling brings concerns about pyramid schemes (hierarchical network of salespeople who sell products to others for resale).