The task of marketers is to influence the behaviour of customers. To accomplish this goal, marketers have a variety of tools at their disposal. Marketing executives face the challenge of balancing their own best interests in the form of recognition, pay and promotion with the best interests of consumers, their organisation and society into a workable guide for their daily activities.

Marketing executives should practice ethical behaviour because it is morally correct. The World Trade Organisation’s treaties and agreements on trade and commerce have already compelled many countries to review their competitiveness of trade and economic policies not only within their country but across borders also.

Competition is a ' situation in a market in which firms or sellers independently strike for buyers patronage in order to achieve a particular business objective. Trade is necessary for a good competition. Competition is a rivalry in the marketplace. It is the consumers who are supposedly the biggest beneficiaries of competition and they are the main losers due to anti-competitive activities in the market.

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