Exercising your Ethics

Driving a Legitimate Bargain

The Situation

A firm’s marketing methods are sometimes at odds with the consumer’s buying process. This exercise illustrates how ethical issues can become entwined with personal selling activities, product pricing, and customer relations.

The Dilemma

In buying his first new car, Matt visited showrooms and websites for every make of SUV. After weeks of reading and test-driving, he settled on a brand-new, well-known Japanese-made vehicle with a manufacturer’s suggested retail price of $37,500. The price included accessories and options that Matt considered essential. Because he planned to own the car for at least five years, he was willing to wait for just the right package rather than accept ...

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