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1、Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallCHAPTER5Ethics: The Foundation for Relationshipsin SellingLearning ObjectivesDescribe how ethical decisions influence relationships in sellingDiscuss factors that influence character developmentDescribe the factors that influence the
2、ethical conduct of sales personnel5-22现现代代销销售学售学创创造造顾顾客价客价值值(第第11版版)Manning11e05Learning ObjectivesDiscuss guidelines for developing a personal code of ethicsDescribe ethical and legal issues in international businessCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall3Making Ethical D
3、ecisionsBusiness ethics: principles and standards that guide behavior in the world of businessThey help translate your values into appropriate and effective behaviorsNo one uniform code of ethics for all salespeople, but many businesses, professional associations, and certification agencies have est
4、ablished written codesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall4Making Ethical DecisionsCharacter and integrity strongly influence relationships in personal sellingYour character is based on your internal valuesCharacter is based on your internal values and the resulting jud
5、gmentsEthical decisions you make reflect your character strengthCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall5Code of the National Association of Sales ProfessionalsFIGURE5.1Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall6Character DevelopmentColleges and univ
6、ersities are beginning to play a more active role in character developmentCourses that focus on ethics are becoming quite commonDespite a growing interest in business ethics, unethical behavior has become all too commonCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall7Half-Truths In
7、fluencing the Erosion of CharacterWe are in it only for ourselvesCorporations exist to maximize shareholder valueCompanies need tobe lean and meanCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall8The National Business Ethics SurveySee the WebsiteCopyright 2010 Pearson Education, Inc
8、. Publishing as Prentice Hall9Factors Determining Ethical Behavior of SalespeopleFIGURE5.2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall10Management as Role ModelEthical standards filter down from the top Organizations moral tone, set by management, is most important determinant
9、of employee ethicsManagers must infuse ethicalvalues in subordinatesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall11TimberlandTimberland CEO Jeffrey Swartz proudly points out the companys slogan: “Boots, Brand, Belief.”See the WebsiteCopyright 2010 Pearson Education, Inc. Publish
10、ing as Prentice Hall12Company Policies and PracticesCompany policies and practices can have a major impact on conduct Developing ethical policy statements forces company to take a standPolicies should include distributor relations, customer service, pricing, product development, etc.Copyright 2010 P
11、earson Education, Inc. Publishing as Prentice Hall13Trust and Integrity:The St. PaulSee the WebsiteCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall14Additional Policy AreasSharing confidential informationReciprocityBriberyGift givingEntertainmentBusiness defamationUse of the Intern
12、etCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall15International Bribery:Where Do You Draw the Line?The text states:“Salespeople who sell products in foreign markets need to know that giving bribes is viewed as an acceptable business practice in some cultures. However, bribes or p
13、ayoffs may violate the U.S. Foreign Corrupt Practices Act (FCPA).” To learn what is acceptable and what is not,visit the FCPA Enforcement Website.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall16Sales Manager as Role ModelA salespersons actions often mirror those of the sales mana
14、ger Sales managers are responsible for interpreting company policyValues such as integrityand honesty must receive constant manager supportCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall17Personal ValuesValues are deep personal beliefs and preferences, representing the ultimate re
15、asons people have for acting as they do Values serve as foundations for our attitudesAttitudes serve as foundations for our behaviorFIGURE5.3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall18When Values ConflictYou have three basic choices:1.Ignore the influence of your values and
16、engage in the unethical behavior2.Voice strong opposition to the practice that is in conflict with your value system3.Refuse to compromise your values and be prepared to deal with the consequencesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall19Selling with IntegrityRon Willingham
17、 says a salespersons ethics and values contribute more to sales success than do techniques and strategies.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall20Laws, Contracts, and AgreementsLegal environment plays a role in preventing unethical behaviorCooling-off lawsUniform Commerci
18、al Codelaw influencing buyer-seller transactionsOral and written contractsBeyond the letter of the lawCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall21The Uniform Commercial CodeTABLE5.1Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall22Develop a PersonalCode of E
19、thicsSome general guidelines:Personal selling must be viewed as an exchange of valueRelationship comes first, tasks secondBe honest with yourselfand othersCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall23Exercising Care with CRM DataCRM software allows storage of transaction data
20、and personal infoRecord facts, not opinions or conclusionsCRM data is “mobile” and other people may see or use itDo not store anything you do not want the customer to seeCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall24The Trust FactorIn transactional sales, the focus is on trust
21、in the productIn consultative sales, the focus is on trust in the salespersonIn strategic alliance sales, the focus is on the other company and its valuesCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall25Ethical and Legal Issues in International BusinessCulture IssuesSum total of b
22、eliefs, values, knowledge, ethnic customs, and objects that people use to adapt to their environmentCultural barriers can impede acceptance in foreign countries and interpersonal relationshipsCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall26Ethical and Legal Issues in Internationa
23、l BusinessLegal IssuesDoing business in global marketplaces continues to be a minefieldThe Foreign Corrupt Practices Act prohibits U.S. companies from using bribes or kickbacksHigh ethical standards depend on strong management leadershipCopyright 2010 Pearson Education, Inc. Publishing as Prentice H
24、all27Ethical and Legal Issues in International BusinessCopyright 2010 Pearson Education, Inc. Publishing as Prentice HallSee the WebsiteThe International Business Ethics Institute believes U.S. companies have been a very positive role model for the rest of the world.28Key ConceptDiscussion Questions
25、 Describe how ethical decisions influence relationships in sellingDiscuss factors that influence character developmentDescribe the factors that influence the ethical conduct of sales personnelCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall29Key ConceptDiscussion Questions Discuss
26、guidelines for developing a personal code of ethicsDescribe ethical and legal issues in international businessCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall30All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.Copyright2010PearsonEducation,Inc.Copyright2010PearsonEducation,Inc.PublishingasPrenticeHallPublishingasPrenticeHall31
