In the general area of commercial market, marketing is often considered as ‘an exchange between marketers and consumers that aim to satisfy consumer needs and maximize the return on investment for shareholders. thus, there is an inevitable and omnipresent tension between marketers’ interests and those of consumers which form the basis for different positions on the ethics continuum of marketing practices’. It has also been observed that ‘placing consumers’ interests against those of marketers on the ethics continuum may be too simplistic, because it may imply that marketing is a zero-sum game and reject the possibility of a win-win outcome. both marketers and consumers may form their perceptions of the ethics of specific marketing scenarios according to ethical principles such as rights, justice, fairness, and equity. in many cases, marketers and consumers agree on the ethical evaluations of certain marketing scenarios and raise no ethical concerns. From a different point of view, marketing has been characterized as ‘a social process by which individuals and groups obtain what the need and want through creating and exchanging products and value with others’. Moreover, traditional marketing has been divided into ‘four segments denominated as the place, promotion, product, and price’. Referring to health care, marketing concerns: access “place”- the ability of a patient to get into the health care delivery system as well as the location where health care goods and services are sold.