On Fuzzy Comprehensive Evaluation and its Application on the Enterprise Marketing Ethics

The enterprise marketing activities concern the market order and people's lives, thus, the study of marketing ethics is of theoretically and practically importance. The paper gives the model of marketing ethics values based on the existing research results and the outcome of a question survey concerning this field. It sets the index system of marketing ethics evaluation for enterprises and builds a corresponding model of fuzzy comprehensive evaluation. The method of evaluating the enterprise marketing ethics by adopting fuzzy mathematics is discussed in last part of this paper.