Final Flashcards
(212 cards)
1
Q
what is your standard of conduct and value?
A
Ethics (of a marketer)
2
Q
who receives the value created by marketing?
A
customers (t.m)
3
Q
when there are more buyers for fewer products, this is a
A
sellers market
4
Q
which are the internal items in a SWOT Analysis?
A
Strengths and Weaknesses
Opportunities & Threats are external
5
Q
What happens when you match strengths with opportunities?
A
you create leverage
6
Q
I remember the 4 quadrants of the BCG Matrix?
A
Star
Cash Cow
Dog
Question Mark
7
Q
The competitive environment is made up of direct & indirect competition
A
true
8
Q
Maslow’s Hierarchy of Needs
A
Top to Bottom: Self-Actualization, Esteem, Love/Belonging, Safety, Psychological
9
Q
Business mkts __ to consumer mkts
A
vary greatly
10
Q
International marketing strategies are classified by
A
both involvement and risk
11
Q
If a company purchases foreign goods/services, this is
A
Importing
12
Q
Demographic Segmentation is done by
A
driver’s license data
13
Q
STP is known as
A
Segmentation Target Positioning
14
Q
a marketer may use market research to
A
collect info
understand a situation
make decisions
15
Q
Types of Data used in Mkt research
A
primary and secondary
16
Q
how many categories for business markets?
A
4
17
Q
What are the types of products in consumer marketing?
A
Convenience
Shopping
Specialty
18
Q
Tangible means
A
I can touch it (services are not, goods are)
19
Q
Terms like early adopters and laggards describe the
A
Diffusion Process
20
Q
How many steps are in the product lifecycle?
A
4 (Intro, growth, maturity, decline)
21
Q
Costs that do not change
A
Fixed
22
Q
At breakeven point, profits are
A
zero
23
Q
Calculating the break even point
A
Breakeven point (In units) = total fixed costs/ gross margins
24
Q
If product demand is sensitive to price, it is
A
elastic
25
Setting price initially low to gain market share
penetration pricing
26
two things the prof. always teaches in every class...
Maslows and Robinson Patman Act
27
Slide 7 in Ch. 15
Channels Using Marketing Intermediaries
28
Channels Using Marketing Intermediaries
marketing intermediary
wholesalers
sales agent
vertical integration
29
marketing intermediary
an organization that operates between producers and consumers to help bring the product to market
30
wholesalers
marketing intermediary who takes title to the goods, stores them in warehouses, and distributes them to retailers, other distributors, and sometimes end consumers
31
sales agent
a third-party person or company who represents the producer to wholesalers and retailers
32
vertical integration
is when a producer assumes control over functions that were previously handled by an intermediary
33
If Travelocity offers lower airfares than Delta does for the same flight, this is
a sign of channel conflict
34
Slide 20 in Ch. 15
Competitive Factors
35
Marketers sometimes choose distribution channels to either
–Avoid competitors
| –Compete with competitors head-to-head
36
Two types of conflict can hinder the functioning of a distribution channel:
–horizontal conflict
| --vertical conflict
37
horizontal conflict
disagreements among channel members at the same level, such as two or more wholesalers or retailers
38
vertical conflict:
disagreements among channel members at different levels
39
The answer to channel conflict is
effective cooperation among channel members.
40
3 factors of distribution intensity
intensive, selective, exclusive
41
intensive distribution
seeks to distribute a product through all available retailers in a trade area
42
selective distribution
when a firm chooses only a limited number of retailers in a market area to handle its line
43
exclusive distribution
when a producer sells to only a small number of retailers or grants exclusive rights to a wholesaler or retailer to sell its products in a specific geographic region
44
Consumers buy from
Retailers
45
Coordination of all promo activities for a unified msg is
IMC (integrated mkting communications)
46
a "msg" is part of the communication process
Yes (sender, encoded, delivered, transmitted, received, feedback, noise)
47
Coffee is for..
Closers (steps in sales process)
48
Marketing Mix is
Product, Price, Place, Distribution (NOT Ppl)
49
AIDA is
Attention
Interest
Desire
Action
50
What is Marketing?
the goal: boost any good/service utility
51
Utility
the power of s g/s to satisfy the wants of the consumer
| form, type, place, ownership
52
Marketing
process of creating, communicating, and delivering value to customers
53
Target Market
Segmentation of consumers most likely to purchase a particular item
54
Marketing Mix
Product, Price, Place, Promotion
55
Product
customer service, package design, brand names, trademarks, patents, & warranties
56
Price
set profitable & justifiable, influenced by competition, sometimes by external conditions like political unrest overseas, sourcing price of fuel, freeze that destroys crops. Depends on Economy
57
Place/Distribution
Where the product is located at customer's convenience and a varying amount in the right place and the right time
58
Promotion
Communicate to firm's buyer about product via directly through sales ppl or indirectly through commercials
59
IMC
Integrated Market Communications
60
when there are more products for fewer buyers, this is a
buyers market
61
Product Orientation
A company that follows a production orientation chooses to ignore their customer's needs and focus only on efficiently building a quality product. This type of company believes that if they can make the best 'mousetrap,' their customers will come to them.
62
Consumer Orientation
Customer orientation is defined as an approach to sales and customer-relations in which staff focus on helping customers to meet their long-term needs and wants. Here, management and employees align their individual and team objectives around satisfying and retaining customers.
63
SWOT Analysis
Strengths, Weaknesses, Opportunities, Threats
64
Strengths
rep. a firm's core competencies or points of differentiation from competitors
65
Weaknesses
limitations that place a company at a disadvantage (possible to overcome)
66
Opportunities
Factors from the external environment that could potentially be exploited by the company.
67
Threats
a limitation a company cannot succeed past because it cannot always be controlled.
68
core competencies
capabilities customers value & competitors find difficult to duplicate
69
BCG
Boston Consulting Group
70
BCG matrix
Stars, Cash Cows, Dogs, Question Marks
71
Stars
Generate considerable amt of income via invest more for future growth. high mkt shares in high growth markets,
72
Cash Cows
Generate strong cash flow via milk the profits to finance growth for as long as possible. Can turn into a star or question mark. High mkt shares in low growth mkt.
73
Dogs
Generate little to no profits via consider withdrawing. Low mkt shares in low growth mkt. A poor business position in relative comparison to the competitor. Withdraw or divestiture (selling of subsidy business interest or investments) asap
74
Question Marks
Have potential to become stars or cash cows via invest more for growth or consider disinvesting. Low mkt share in high growth mkt. Typically requires more cash than it generates.
75
Competitive Environment
where marketers of directly competitive products & marketers of substitute products compete for consumers purchase either directly or indirectly
76
Competitive Environment directly
among mkt of similar products
77
Competitive Environment indirectly
product substitute
78
Robinson-Patman Act (1936)
prohibits price discrimination in sales to wholesalers, retailers, or other producers; selling at unreasonably low prices to eliminate competition
price difference must reflect cost difference.
79
Social Responsibility
accepting an obligation to give equal weight to profits, consumer satisfaction, & social well-being in evaluating a firm's performance (4D: economically, legally, ethically, and philanthropically)
80
economical Social Responsibility
(bottom) Be profitable. Foundation upon which all others rest
81
legal Social Responsibility
(next level) Obey the law. Law is society's codification of right & wrong. Play by the rules of the game if you will
82
ethical Social Responsibility
(next level) be it; obligation to do what is right, just, & fair. Avoid harm.
83
philanthropical Social Responsibility
(top) be a good corporate citizen; contribute resources to the community; improve quality of life
84
E-Business
using the Internet to provide services to customers & communicate w/ employees and business partners
85
E-Commerce
the buying/selling of products online (aka: Online Shopping, hello)
86
Digital Marketing
Process of marketing g/s over the Internet by utilizing digital tools
87
Benefits of E-Business, Commerce, Digital Marketing
Global Reach, Personalization, Right time marketing, Integrated Marketing, & Interactive Marketing
88
Social Media
different forms of online service communication through which users can create communities to exchange info, ideas, msgs, & other content
89
3 types of Social Media
social networking types, bookmarking sites, and blogs
90
Monitoring & Measuring SMM (social media mkting)
tracking the effectiveness of smm campaign determines whether the time and money invested is worth it
Measure the activity, engagement, and conversion
91
Measure of activity
understanding the overall reach of a sm campaign helps companies know whether they're reaching the right volume & type of customers (new & total likes, followers, subscribers)
92
Measure of engagement
a more engaged audience is more likely to purchase from a company & create good word of mouth (likes, comments, re tweets/shares/pins)
click through rate
93
Measure of conversion
Ultimately convert followers to customers ( or repeat customers)
Meas the conversion rate by:
# of sales/# of visitors.
94
SMM vs Traditional Mkting
While most advertising (traditional media) is designed for mass consumption, social media involves one-on-one marketing. That means the message should appear addressed to individual users. Building a real, valuable business-to-consumer relationship is something a print or radio ad simply cannot do.
95
Consumer Decision Process
Problem-Opportunity Recognition, Info Search, Evaluation of Alternatives, Purchase Decision, Purchase Behavior, & Post-Purchase Evaluations.
96
Problem-Opportunity Recognition
Become aware of a gap between an existing state and desired one
97
Info Search
Conduct an internal(mental reviews)/external(outside sources) info search to acquire info to assist in attainment of desired state
(evoked set: collection of alternatives on e considers)
98
Evaluation of Alternatives
Result of the information search, identifying appropriate alternative or their evoked set, and utilize evaluative criteria to judge the options
99
Purchase Decision
Narrows the choice to their top option & decide where to make the purchase
100
Purchase Behavior
actually purchasing
101
Post-Purchase Evaluations
determines post purchase whether it helped achieve the desired state and how satisfied or not they are with the product
102
Cognitive Dissonance
(Part of Post Purchase Eval) the other outcome that is not satisfaction but anxiety. Marketers can help reduce this by providing info that supports the chosen item. a Follow Up.
103
Maslow's Hierarchy of Needs
Maslow's hierarchy of need is a theory in psychology proposed by Abraham Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological Review. Maslow subsequently extended the idea to include his observations of humans' innate curiosity.
104
Maslow's Hierarchy of Needs 5 Components
Psychological, Safety, Belongingness, Esteem, & Self Actualization
105
Needs & Motives
Needs: an in imbalance bt the consumers actual and desired state
Motives: inner states that direct ppl toward a goal of satisfied needs
106
Psychological
Food, H2O, Medicine, Vitamins, Exercise Equip, Gym Member, Healthcare, Cleaning products, Sleep aids, mattresses, pet food
"Love well"
107
Safety
health/life insurance, computer antivirus, software, smoke & carbon monoxide detectors, antibacterial cleaners, business protection, auto safety ft.
"The Pwr of Blue"
108
Belongingness
Cosmetics, Food, Entertainment, Fashion, Appliances, Home, Furnishings, Clubs, Organizations, & Cars. \
"Let's get what fits."
109
Esteem
Fashion, Jewelry, Gourmet foods, Electronics, Cosmetics, Luxury cars, Credit card, Investments, Sports, Hobbies, Travel, Spa
"Bc you're worth it"
110
Self Actualization
Education, CUltural event, sports & hobbies, Motivational seminars, technology, travel, and investment
"The pwr of possibility"
111
Business Markets
Business Marketing refers to the sale of either products or services or both by one organization to other organizations that further resell the same or utilize to support their own system. Type of product, size and number of buyers, promotion (personal selling), distribution channels, geographic mkt concentration, buyer-seller relation, purchase decision process)
112
Consumer Markets
products are sold to consumers either for their own use or use by their family members. Type of product, size and number of buyers, promotion (advertisement), distribution channels, geographic mkt concentration, buyer-seller relation, purchase decision process.)
113
4 Major Business Markets:
commercial, reseller, government, institutional
114
4 Major Business Markets:
commercial, reseller, government, institutional
115
commercial business mkt
indiv & firms that acquire products to support, directly or indirectly, production of other g/s
116
reseller business mkt
comprised of retailers or wholesalers
117
government business mkt
includes domestic institutions of gov (federal, state, local) as well as foreign gov
118
institutional business mkt
Hospitals, churches, skilled care and rehab centers, colleges & universities, museums, & no for profit org
119
Global Trade
Importing & Exporting
120
Importing
purchasing of foreign product/service
121
Exporting
mkt of domestically produced g/s then sold abroad
122
Strategies for entering the foreign mkt:
Exporting, Franchise, Foreign Licensing, Subcontracting, international direct investment, international divisions, acquisitions, & joint vestures
123
Strategies for entering the foreign mkt: risk & control
low|export
moderate|contractual agreement
High| International Direct Investment
124
Exporting
Allows companies to distrib g/s globally.
Usually a first step into international business for global expansion.
low cost, easiest selling method, lack of control for mkt/sell, may not acquire necessary knowledge, low risk
125
Franchise
a contract agreement where the franchise agree to meet the operating requirement of a manufacturer/franchiser.
more control over how mkt/sell while limited capital overlays, acquires knowledge of foreign mkt, poor quality/service from international partner
126
Foreign Licensing
grants foreign mkt the right to distribute a firm's merch or to use its trademark, patent, or process in a specified geo area.
more control over how mkt/sell while limited capital overlays, acquires knowledge of foreign mkt, poor quality/service from international partner
127
Subcontracting
when the production of g/s is assigned to local companies
lower cost alt, compete w/ local, protect from import duties, lack of control over factory/worker coordination and quality. For cost adv or local expertise in mkt/distrib
128
international direct investment
financial investment in foreign firms or facilities. High risk investment and potential BUT has competitive adv.
129
international divisions
has resources and commitment to enter a foreign mkt can invest in building/creating a wholly owned facility abroad. Once there, the company retains complete control and operations. easy customization to local mkt preferences.
130
acquisitions
can buy exist firms in a country where it wants to do business. Gives the buyer a fully functioning operation in a new country, but require significant investment (for a quick & firm est. presence)
131
joint vestures
when companies share the risk, costs, and manage a foreign operation with one or more partners. (problems may encounter due to language, culture, and operational differences bt partners)
132
joint vestures
when companies share the risk, costs, and manage a foreign operation with one or more partners. (problems may encounter due to language, culture, and operational differences bt partners)
133
Demographic Segmentation
defines consumer group. According to demo. vari such as: gender, age, ethnic group, family life cycle, stage, household, type, and income
134
3 Strategies for reaching Target Market
undifferentiated (mass) mkting, differentiated mkting, concentrated mkting
135
undifferentiated (mass) mkting
all customers are targeted using a single mkt mix
| production efficient, similarities
136
differentiated mkting
targeting several dif mkt seg using dif mkt mixes for each segment (inc. customer satisfaction, higher overall)
137
concentrated (niche) mkting
select a single mkt seg and concentrate efforts on profitability satisfying that seg.
138
positioning
seeks to put a product in a certain position, place, in the minds of prospective buyers
139
positioning map
a geographical ill. of consumers' perceptions of competing products w/in an industry
140
marketing research
the process of collecting and using info for mkting and decision making. Provides the basic info businesses need to make effective decisions (6 step process)
141
marketing research 6 step process
# define the problem
conduct exploratory research (find the cause of the prob. by discussing it with informed sources both in/outside the firm and examining data)
formulate a hypothesis
create a research design (a master plan for conducting mkt research)
Collect data (primary and secondary)
Interperet & Present Research Data
142
primary data
info collected for the first time specifically for a mkt research study.
Observation: (med time, mod cost) Public setting or controlled experience. Interpretative Research: observe consumer in natural setting and interpret behavior based on social/cultural char of that setting
Survey: (short time, low cost) phone or personal interview. Focus groups. Online/mail survey
Test Marketing: (long time, high cost) technique that involves introducing a new product in a specific geographic area and then observe its degree of success
143
secondary data
info from previously published/complied sources
Researchers must select only data that's relevant to the question being researched. 4 main resources:
Internal Data: sales records, product performance reviews, website analysis, market reports
Gov Data: U.S. Census Bureau
Industry Publications: trade associations, business and trade magazines
Research Services: data on consumer attitudes, lifestyles. and stages, and buying behavior, research reports and quality ratings on companies, audience representation, package design & testing.
144
goods
tangible products that the consumer can use 5 senses on
145
services
Intangible products (can't easily standardize)
146
3 types of consumer product
convenience, specialty, and shopping
147
convenience
Impulse and staple Items (like magazines or gum) g/s purchased frequently, immediately w/ minimal effort. Generally low cost items, advertising is the most effective way of promotion.
148
specialty
luxury items (cares), tax attorney, designer's clothes/accessories, botox
higher end products offering unique characteristics that compel buyers to purchase particular brands. Marketers promote items through personalized service by sales associates and image advantage
149
shopping
Homogeneous (like flights and computers) Heterogeneous (like furniture or a cruise)
products more expensive than convenience and the buyer lacks complete info prior to buying although an advantage can be used to raise brand awareness, personal selling is often involved during the purchase process of these items.
150
staple items
convenience products that consumers frequently purchase to maintain ready inventory
151
Brand recognition
consumer awareness/identification of a brand (first objective for a new product & advantage is effective fro increasing the awareness of brand)
152
brand equity
added value the brand gives to the marketplace.
brands with high brand equity often command comparatively large market shares and higher prices
153
brand equity built on a 4D brand personality:
Differentiation, Relevance, Esteem, Knowledge
154
Differentiation
brand's ability to stand apart
155
Relevance
real & perceived pertinence of brand to customer segment
156
Esteem
combo of perceived quality & consumer perceptions about a brand
157
Knowledge
extent of customers awareness if the brand & understand of what it stands for
158
Diffusion Process
Process by which new products are accepted into the marketplace. B/c of the diversity of consumers adoption of products, most new products take time to be accepted by the overall market.
159
consumer innovators
first to make trial purchase
160
early adopters
quick to purchase once est.
161
early majority
careful & pragmatic in buying decisions
162
late majority
only buy when diffusion in the marketplace nearly completed
163
laggard
afraid of change
164
types of buyers
consumer innovators, early adopters and majority, late majority, laggard.
165
Stages in Lifecycle Of a Product
Intro, Growth, Maturity, Decline
166
Intro
(1st stage) In which a firm works to stimulate sales of a new product. The public becomes acquainted with the item's merits and begins to accept it
167
Growth
(2nd stage) Firm starts to realize substantial profits from investments. Sales volume rises rapidly here. Competitors enter the marketplace, create new challenges for marketers, industry profits often peak and begin to decline.
168
Maturity
(3rd stage) Sales reach a plateau (profits continue to decline as competition intensifies)
169
Decline
(4th stage) Innovations in consumer preferences bring about steady decline in industry sales. (maximize what is left)
170
Service Quality Variables
Quality is vital for a firm's success in a competitive marketplace. There methods ensuring such like benchmarking and lean & six sigma
171
benchmarking
method of measuring quality by comparing performance against industry standards.
First, identify manufacture/business processes that need improvement(internal: analyze strengths and weaknesses). Second, compare internal processes to those of industry leaders (external source: to learn why they are the industry's best). Thirdly, Implement change for quality improvement.
172
lean & six sigma
allows marketers to see problems through the eyes of the stakeholders and customers, measure and analyze the results and improve upon the process,
173
Total Costs
fixed and variable costs altogether
174
Fixed Costs
costs that remain stable at any production level w/in a certain range
IE: monthly lease, insurance coverage, liability insurance, cost of leasing something out, electricity, telephone, internet, and other utilities, salaries
175
Variable Costs
costs that change w/ the level of production.
IE: demand products for a business like protein powder for a gym. Payment for instructors to teach as demand warrants. (while overall sales inc. per unit costs assoc. w/ the variable costs may decline due to production efficiencies.
176
Breakeven Analysis
Determining the amt the product must be sold at to generate sufficient revenue to cover total costs (both fixed and vari.)
At the actual pt, profits are zero since all revenue generated covers the costs.
177
Breakeven Formula
B.E. pt (in units)= total fixed/gross margin
178
margin
portion of sales revenue left over after paying product costs (gross profit)
sales price= cost/one - target market %
179
supply
amts of a product that will be offered fro sale at different prices during a specified period
180
demand
amount that will be purchased at different prices during specified time
181
price elasticity
meas. of responsiveness of purchasers and suppliers to price change
182
When elasticity of demand is ___ than 1 that demand is ___.
greater than; elastic; price sensitive
| less than; inelastic; not price sensitive
183
Pricing strategies:
skimming, penetration, or competitive pricing
184
skimming pricing
intentionally setting a high price compared to others w/ the prices of competing products. Commonly used as a market entry price for distinctive g/s with little to no initial competition. When supplies begin to exceed demand or competition catches up, the initial high price is dropped
185
penetration pricing
setting a lower price than competitive offerings in order to stimulate demand and market acceptance. Once the product achieves some recognition, marketers may inc the price to the level of competing products
186
competitive pricing
designed to reduce emphasis on price as a competitive vari. by matching competitors' prices and focusing on other ways to differentiate products
used by nearly 2/3 of all firms
187
Pricing and the Law
Pricing dec. are influenced by many legal restraints imposed by federal, state, and local gov. The role of regulation is to ensure that pricing is conducted on a fair, transparent, and competitive manner.
188
price discrimination
when a supplier offers the same product to 2 different buyers at 2 different prices in order to maximize profit
189
unfair trade laws
laws which require sellers to maintain a minimum price for comparable merch. The goal is to deter international predatory pricing by larger companies.
190
Retailing
Activities involved in selling merch to consumers. Represents the distrib channel to most consumers.
They determine: store hours, location, number of sales personnel, store layouts, etc.
191
Retailers (4 dif kinds)
form of ownership, shopping effort expended by customers, services provided to customers, product lines carried
192
form of ownership
easiest way to categorize retailers.
Chain stores: gr of retail outlets that operate under central ownership and management.
Independent Retailers: those who're responsible for their own business.
193
shopping effort expended by customers
based on the reasons consumers shop at certain retailers.
convenience: appeal comes from accessible locations, extended hours, rapid checkout service and adequate parking.
shopping: stores where consumers compare prices, assortments, and quality levels before purchasing
specialty: stores that combine carefully defined product lines, services, and reps in attempt to persuade consumers to expend considerable effort to shop at their stores.
194
services provided to customers
a continuum bt self service and full. Retailers are w/in the middle: self selection- where most fall
195
product lines carried
specialty stores: focus on a single product category but stock it in considerable depth or variety
general merch: stores that carry a wide variety of product lines stocked in some depth and distinguish themselves from special by the large number of product lines they carry
super market: stores that sell mainly groceries, but also a wide selection of items in other categories
196
The communication process
sender, msg, encoding, decoding, feedback, noise, channel
197
sender
source of the msg communicated to the receiver
198
msg
a communication of info
an effective one: gains the receiver's attention. Achieves understanding by both receiver and extender. Stimulates the receiver's needs and suggests an appropriate method of satisfying them
199
encoding
translating a msg into understandable terms and transmitting it thro communication channel
200
decoding
receiver interprets the msg
201
feedback
receiver's response
202
noise
forms of interference w/ the transmission of a msg that reduces its effectiveness
203
channel
the medium for delivering a msg, such as a salesperson, or PR outlet, or website, or an advanced medium
204
The communication process is part of the _____ concept
AIDA
205
Ethics and PR
Promo is an element of mkt mix that raises the most ethical questions.
One issue is inserting product msgs w/o giving the audience full disclosure of the marketing nature of the msg.
Too woo younger audiences, an advantage may to be to design a msg so that they seem more like entertainment than ads
An ethical issue regarding inline ads is the use of "cookies" where they collect personal info w/o users' knowledge.
206
personal selling
person to person promotion presentation to the buyer. Bc of its direct contact, it is much costlier and takes more time than other kinds of promotion like advertising.
As competition inc, personal sell. becomes more prominent in the mkt.
Limited number of buyers, usually business/wholesale, high priced and involved purchase for complex/custom products that may require frequent maintenance.
207
The Sales Process (& AIDA)
```
A- Prospecting & Qualifying
Approach
I- Presentation
D- Demonstration
Handling Objects
A- Closing
Follow Up
```
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A- Prospecting & Qualifying
| Approach
Prospecting is the process of identifying potential customers. Qualifying is determining whether or not the prospect meets certain criteria for marking a purchase.
Initial contact w/ a prospective customer before contracting a customer, sales reps should gather info so that they understand the customer's business, current suppliers, and other details.
209
I- Presentation
describing a product's benefits and relating them to the customer's problem or needs.
Sellers describe the main features of a product and point out the strengths. They also maintain how the customer has had success with the product.
210
D- Demonstration
| Handling Objections
Demo is when buyers have the opportunity to try out or otherwise see how a product works before purchasing
Objections are expressions of resistance by the prospect. Something the sales rep needs to address and reassure with the product's features.
211
A- Closing
| Follow Up
Closing is the point at which the sales person asks the prospect for an order. Follow Up is what est the relationship and then allows it to build. To ensure and reinforce the purchase decision and that the company delivers on the highest quality.
212
Ethics & Legalities in Sales
Companies must create and enforce corporate cultures that reduce the opportunity ti engage in unethical behavior and encourage professional behavior. Have a written code of conduct, fester open communication, and ensure all employees are upholding the company's values and leading by example.
