MACHIAVELISM IN MARKETING ETHICS

Abstract

Author(s): Zeliha TEK?N

Along with this marketing process, it is possible to be taken decisions unethical under pressure of some different factors. In this work, it is analyzed some subjects such as the reasons of unethical attitudes in marketing; the attitudes of salespersons which can be caused ethical problems; the relevance of unethical decisions with Machiavelism in the marketing activities. Research is based on the attitudes of sales persons occupied in private sector located in Mahmutpasa in Istanbul to find out their Machiavelist attitudes. Meanwhile it must be pointed out that those private entities were selected in a sample and incidental manner. The sales persons were given questions which were determined according to the results of secondary source scan and fixed aims, in the context of survey form. Data, which were obtained from those surveys, were determined in “SPSS” program and analyzed comparatively. According to the results of surveys, it is seen in the high level of percent in some responses that sales persons were in thought focused on the goal; means are more unimportant than goals because of being Machiavelist thought common among the sales persons.

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