73 5.5 Ensuring Ethical Marketing and Sales (63/103) -- A Great Marketing Textbook

73 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