Since forever people’s behavior and conscious is based on ethics and moral, known as positive characteristics. Awareness of these characteristics is individual as everybody appreciates moral behavior from an own point of view. But what does moral or ethics mean? Ethics as an own discipline provides us an opportunity to answer some questions and disprove doubts. According to these results there is a linkage between moral principles and social responsibilities. The new way of life, caused by the society’s and economic development furthermore also the accelerated globalization, had a big impact on marketing. Especially because of market saturation. Peoples’s rising awareness and compassion reflects on ethics in business and of course on marketing as well. Fundamental for a successful performance and trading policy is to integrate these characteristics into business. The problem is that nowadays market segments are full of companies, goods and services. This saturation leads to a business war for the consumer’s attention. With a well-grounded and thus appropriate implementation of marketing strategies, which are characterized by ethic behavior, a company is more likely to stick out in a positive way. This work is about ethics, especially about ethics as a fundamental property in a professional objective and associated minor targets, focused on the marketing strategy.