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Chapter. 17. Ethical and Legal Responsibilities of Sales Managers. The likelihood of unethical behavior is directly proportionate to the size of the carrot. Michele Marchetti. Fig. 17-1 Evaluating the Ethical Status of a Business Decision.

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  1. Chapter 17 Ethical and Legal Responsibilities of Sales Managers The likelihood of unethical behavior is directly proportionate to the size of the carrot. Michele Marchetti

  2. Fig. 17-1 Evaluating the EthicalStatus of a Business Decision • Questions to help a sales executive evaluate the ethical status of proposed actions: • Is this sound from a long-run point of view? • Would I do this to a friend? • Would I be willing to have this done to me? (The Golden Rule) • Would I want this action publicized in national media? • Would I tell others about it? • Who is damaged by the action?

  3. Fig. 17-2 The American Marketing Association’s Code of Ethics • Professional Conduct Marketers’ professional conduct must be guided by: • The basic rule of professional ethics: not knowing to do harm; • The adherence to all applicable laws and regulations; • The accurate representation of their education, training and experience; and • The active support, practice and promotion of this Code of Ethics. • Honesty and Fairness Marketers should uphold and advance the integrity, honor and dignity of the profession by: • Being honest in serving consumers, clients, employees, suppliers, distributors and the public. • Not knowingly participating in conflict of interest without prior notice to all parties involved; and • Establishing equitable fee schedules including the payment or receipt of usual, customary and/or legal compensation for marketing exchanges. • Rights and Duties of Parties in the Marketing Exchange Process Participants in the marketing exchange process should be able to expect that: • Products and services offered are safe and fit for their intended uses;Communications about offered products and services are not deceptive; • All parties intend to discharge their obligations, financial and otherwise, in good faith; and • Appropriate internal methods exist for equitable adjustment and/or redress of grievances concerning purchases.

  4. Laws and RegulationsAffecting Sales Executives • Price discrimination • Clayton Antitrust Act (1914) and Robinson-Patman (1936) • Unfair competition • Bribes • Misleading information (about products, competitors) • Green River Ordinances • Enacted by many cities to regulate door-to-door salespeople from firms located outside the city • Cooling-Off Laws • Protects consumers requiring a time period (usually 3 days) to cancel contract, return merchandise for refund.

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