Damerco Pharmaceuticals, Inc. is the leading manufacturer and distributor of pharmaceutical products. The company has chosen as one of its five core values “Integrity”. To support its value, its Code of Ethics provides that bribing any government officer is punishable by dismissal. Any employee who knows any employee violating this provision and fails to report to management can also be subject to termination from the service. Fred Cabahug, a sales rep, one day has an appointment at 8:00 AM with a medical doctor of a hospital who planned to buy Damerco’s products. Driving the company car, Fred was caught in a traffic snarl. Looking at his watch, it was 15 minutes before 8:00. He got out of the line and went against the oncoming traffic. A policeman stopped him. So as not to waste time, he gave the policeman P500 and was allowed to go. The following day, he reported the incident to his supervisor who had a worried look. Fred tried to justify: “Boss, the Medical Director was a stickler for punctuality. If I were late even 5 minutes I would have lost that opportunity to sell for the company P300,000 worth of pharmaceutical products. Besides, the P500 that I forked to the traffic policeman was my money and I don’t have the intention of getting reimbursement from the company.” Did Fred comply with the core value of “integrity”? Explain your answer.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
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Damerco Pharmaceuticals, Inc. is the leading manufacturer and distributor of pharmaceutical products. The company has chosen as one of its five core values “Integrity”. To support its value, its Code of Ethics provides that bribing any government officer is punishable by dismissal. Any employee who knows any employee violating this provision and fails to report to management can also be subject to termination from the service. Fred Cabahug, a sales rep, one day has an appointment at 8:00 AM with a medical doctor of a hospital who planned to buy Damerco’s products. Driving the company car, Fred was caught in a traffic snarl. Looking at his watch, it was 15 minutes before 8:00. He got out of the line and went against the oncoming traffic. A policeman stopped him. So as not to waste time, he gave the policeman P500 and was allowed to go. The following day, he reported the incident to his supervisor who had a worried look. Fred tried to justify: “Boss, the Medical Director was a stickler for punctuality. If I were late even 5 minutes I would have lost that opportunity to sell for the company P300,000 worth of pharmaceutical products. Besides, the P500 that I forked to the traffic policeman was my money and I don’t have the intention of getting reimbursement from the company.” Did Fred comply with the core value of “integrity”? Explain your answer. 

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