________ refers to striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery or distribution.
A.
"Foster trust in the marketing system"
B.
"Never be deceptive"
C.
"Incorporate a sense of mission"
D.
"Do no harm"
E.
"Embrace ethical values"
Answer: A