This paper studies the joint decision problem with retailer's fairness preference by considering the manufacturer's quality efforts and retailer's marketing efforts. In the manufacturer Stackelberg case, it is found that the retail price, the wholesale price, the quality efforts level, the marketing efforts level and the manufacturer's profit will decrease with the retailer's envy preference parameter, and the impact of the retailer's envy preference parameter on the retailer's profit is not constant. Then, in the retailer Stackelberg case, it is found that the wholesale price, the quality efforts level, the marketing efforts level, and the manufacturer's profit will increase with the retailer's sympathy preference parameter, and the retailer's profit will decrease with its sympathy preference parameter. Finally, a numerical example is given, and some managerial implications are derived.