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We know that marketing is related with customers. All activities of marketing become possible with customers. And without customers no work of marketing can be done. So that marketing must have responsibility towards customers. And marketing should protect customer’s interests thorough:

a) Product Quality: Provision of reliable products at reasonable prices. Guarantee, warranty and after-sales service offers should be honoured. Adulteration and activities that cause health hazard should not be undertaken.
b) Product Safety: Provision of safe products that do not cause injury or accidents. Child safety should be a priority.
c) Honesty: Marketing should have honesty in promotion. Misleading, false and unethical advertising should be avoided. It should not indulge in bribe and kick-offs.
d) Consumer Rights: Marketing should respect and protect consumer rights. It should not indulge in restrictive trade practices, profiteering, black marketing and hoarding. It should be proactive to consumerism and environmental protection movements.