88 5.5 Ensuring Ethical Marketing and Sales

Learning Objectives

  • Explain the importance of ethics policies and a culture of accountability for all employees
  • Identify the unique ethical considerations and roles for company executives
  • Describe how companies manage ethical behavior of marketing employees
  • Describe measures companies take to encourage ethical behavior

Ethical issues arise at both an organizational level and an individual level. A single individual can engage in unethical behavior, but most ethical breaches that have significant impact on a business occur when many individuals come together to act unethically. This section will review the steps that businesses take at each level to define ethical behavior and create a culture that encourages employees to do the right thing.

The way to gain a good reputation is to endeavour to be what you desire to appear.”—Socrates

Learning Activities

  • Reading: A Culture of Accountability
  • Reading: Executive Role in Ethics
  • Reading: Ethics for Marketing Employees
  • Simulation: Ethics



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Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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