Cavalemptor refers to the legal concept of let the buyer beware, which was pervasive in the American business culture before the 1960s. O the marketing concept of 'be first or belast" implying that the first company to the marketplace wins. the Latin term meaning that all is fair in love and war' an attitude that was held by most marketers prior to the 1990s. the legal concept of such is the which created many legal as well as legal but unethical business practices during the 1980s. O the Latin phrase meaning "empty promises which was a charge placed upon many firms during the period after w il when products failed to meet their marketing claims