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Question
While approaching an ethical issue in marketing, the rights-based tradition would:
a. ask to what degree the participants are respected as free and autonomous agents rather than treated simply as means to the end of making a sale.
b. calculate the benefits and costs of each exchange.
c. attempt to find out about other values that are affected by the exchange.
d. want to know the degree to which the transaction provided actual as opposed to merely apparent benefits for each participant.
Answer
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