range Mary, a recent college graduate from Stanford University works for YK Incorporated, a realty company that p resents clients interested in either buying or selling but nesses. As a business beoker" Mary's job i sales just like a normal realtor. On the outskirts of town a small building used for manufacturing s ide for ever a year. The realtors called it Moby Dick because no ne could find a buyer for it, either the price was too high of the building did not quite match the buyer's needs. Dozens of potential buyers had come and gone. It did not help that the building was owned by Ted St. Claia 65-year-old miser that lived in the town all his life. The man had a reputation for hoarding every last dime. Ted made Dickens's Scrooge look saintly. While ISYK Incre ported told Ted more than once he needed to lower the price if he wanted to all the building, Ted always refused One hot afternoon Reverend Smith, a retired min ister, contacted ISYK and asked if he could look at the property. Because Mary was in the office it was given to her. While they inspected the building, the comer sation came around to what Reverend Smith would de with the building. He had recently formed a nonpendi corporation to aid troubled youth and wanted to convert the building into a recreation center Mary knew Rever end Smith because she formerly attended his church, She knew of his honesty and integrity as well as his decades of service. When Mary returned to the office, the Reverend was seriously talking about the building and how it could be refitted for his purposes. As they talked, the Revend asked about the machinery still in the building Some of the machines at the manufacturing plant were in poor condition and required an estimated $100,000 to repair Reverend Smith had no use for them and would need them removed. After preliminary discussions, Mary said she would contact the owner. "Reverend, I believe the seller is ak ng for a $250,000 down payment on this $1,000,000 sale. "I can't afford that much," replied the Reverend I've been sering donations for a number of years and 1 only have $150,000 "If I may ask" asked Mary. "How are you going to pay the balancel" "Well, I've spoken to some older church members, and they told me that if I could make the down payment, hey would cover the rest Tsy to work and call you" said Mary As Reverend Smith left. George, the owner and CEO of BYK, came into the office. "What did Reverend Smith was asked George Hesactually interested in Moby Dick, and I belie manches his needs perfectly "That's great George replied. Then he noticed Mary's face. So what's the problem! You and I both know Ted will not come down on the price Mary quickly explained the situation, with George listening intently. After she was done, George said Mary, this is what you are going to do. I want you so convince Ted that repairing those machines is impor tant to the buyer. DO NOT tell him who it is. Tell Ted the buyer wants the machines, but the repair estimate he calculated is $150.000. Tell Ted you know you can get the buyer to buy if the down payment was reduced to $150,000 and the asking price to $950,000. Finally, tell Ted he would be making an additional $50,000 for not having to do the repairs I don't know about this," said Mary. "It doesn't feel honest, and besides Reverend Smith has not approved the deal, nor do I believe he would want me to lie on his behall George replied, "Mary, the Reverend is going to dom something good with that building. You and I both know Ted v Ted will never get more than this. We're just helping him make the best deal possible" Mary still was not certain. Although Ted was a mine, it did not feel right to lie. Besides, she wondered what Ted would do after he found out the Reverend had so use for the machines QUESTIONS EXERCISES 1. How is top management supporting a culture of ethi cal or unethical behavior? 2. Discuss the alternatives and duties Mary has as a rep sentative for both the buyer and seller. hors have a code of ethics that requires truthfe and transparent information, what should Mary t George, the owner of SKY? 3. The y poetical y resemblance to al perse

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
Section: Chapter Questions
Problem 1.1DQ
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Question
RESOLVING ETHICAL BUSINESS CHALLENGES
Mary a recent college graduate from Stanford University
works for JSYK Incorporated, a realty company that m
resents clients interested in either buying or selling bu
tesses. As a "business beoker, Mary's job is to arrange
sales just like a normal realtor. On the outskirts of town
a small building used for manufacturing sat idle for ever
a year. The realtors called it Moby Dick because no
could find a buyer for it, either the price was too high
or the building did not quite match the buyer's needs
Dozens of potential buyers had come and gone. It did
not help that the building was owned by Ted St. Clair,
65-year-old miser that lived in the town all his life. The
man had a reputation for hoarding every last dime. Ted
made Dickens's Scrooge look saintly. While ISYK Incor
porated told Ted more than once he needed to lower the
price if he wanted to sell the building, Ted always refused
One hot afternoon Reverend Smith, a retired min
ister, contacted ISYK and asked if he could look at the
property. Because Mary was in the office it was given
to her. While they inspected the building, the conver-
sation came around to what Reverend Smith would do
with the building. He had recently formed anoop
corporation to aid troubled youth and wanted to convert
the building into a recreation center. Mary knew Rever
end Smith because she formerly attended his church. She
knew of his honesty and integrity as well as his decades
of service.
When Mary returned to the office, the Reverend
was seriously talking about the building and how it
it could
be refitted for his purposes. As they talked, the Reverend
asked about the machinery still in the building. Some of
the machines at the manufacturing plant were in poor
condition and required an estimated $100,000 to repair
Reverend Smith had no use for them and would need
them removed.
After preliminary discussions, Mary said she would
contact the owner. "Reverend, I believe the seller is ask
ing for a $250,000 down payment on this $1,000,000
sale.
"I can't afford that much," replied the Reverend.
"I've been sering donations for a number of years and 1
only have $150,000.
"IFI may ask" asked Mary. "How are you going to
pay the balance?
"Well, I've spoken to some older church members,
and they told me that if I could make the down payment
they would cover the rest."
Extra Questions:
Tey to work with you on this. Give me a few days
and call you" said Mary
As Reverend Smith left. George, the owner and
CEO of SYK, came into the office. "What did Reverend
Smith want?" asked George.
"He's actually interested in Moby Dick, and I believe
it matches his needs perfectly
"That's great!" George replied. Then he noticed
Mary's face. So what's the problem?
You and I both know Ted will not come down on
the price Mary quickly explained the situation, with
George listening intently. After she was done, George
said, "Mary, this is what you are going to do. I want you
to convince Ted that repairing those machines is impor
tant to the buyer. DO NOT tell him who it is. Tell Ted
the buyer wants the machines, but the repair estimate
he calculated is $150,000. Tell Ted you know you can get
the buyer to buy if the down payment was reduced to
$150,000 and the asking price to $950,000. Finally, tell
Ted he would be making an additional $50,000 for not
having to do the repairs
I don't know about this," said Mary. "It doesn't feel
honest, and besides Reverend Smith has not approved
the deal, nor do I believe he would want me to lie on his
behalf
George replied, "Mary, the Reverend is going to do
something good with that building. You and I both know
Ted will never get more than this. We're just helping him
make the best deal possible"
Mary still was not certain. Although Ted was a
miner, it did not feel right to lie. Besides, she wondered
what Ted would do after he found out the Reverend had
so use for the machines.
QUESTIONS EXERCISES
1. How is top management supporting a culture of ethi
cal or unethical behavior?
2. Discuss the alternatives and duties Mary has as a rep
resentative for both the buyer and seller.
3. Ifteahors have a code of ethics that requires truthf
and transparent information, what should Mary te
George, the owner of ISKY?
This camily bypothetical, amy resemblance to real perso
companies, or sation is indental
1. Explain the case study?
2.
What are the ethical issues involved in this case?
3. What are the effects of this issue?
4. What are the solutions for this issue?
5. What is your opinion about this case?
Transcribed Image Text:RESOLVING ETHICAL BUSINESS CHALLENGES Mary a recent college graduate from Stanford University works for JSYK Incorporated, a realty company that m resents clients interested in either buying or selling bu tesses. As a "business beoker, Mary's job is to arrange sales just like a normal realtor. On the outskirts of town a small building used for manufacturing sat idle for ever a year. The realtors called it Moby Dick because no could find a buyer for it, either the price was too high or the building did not quite match the buyer's needs Dozens of potential buyers had come and gone. It did not help that the building was owned by Ted St. Clair, 65-year-old miser that lived in the town all his life. The man had a reputation for hoarding every last dime. Ted made Dickens's Scrooge look saintly. While ISYK Incor porated told Ted more than once he needed to lower the price if he wanted to sell the building, Ted always refused One hot afternoon Reverend Smith, a retired min ister, contacted ISYK and asked if he could look at the property. Because Mary was in the office it was given to her. While they inspected the building, the conver- sation came around to what Reverend Smith would do with the building. He had recently formed anoop corporation to aid troubled youth and wanted to convert the building into a recreation center. Mary knew Rever end Smith because she formerly attended his church. She knew of his honesty and integrity as well as his decades of service. When Mary returned to the office, the Reverend was seriously talking about the building and how it it could be refitted for his purposes. As they talked, the Reverend asked about the machinery still in the building. Some of the machines at the manufacturing plant were in poor condition and required an estimated $100,000 to repair Reverend Smith had no use for them and would need them removed. After preliminary discussions, Mary said she would contact the owner. "Reverend, I believe the seller is ask ing for a $250,000 down payment on this $1,000,000 sale. "I can't afford that much," replied the Reverend. "I've been sering donations for a number of years and 1 only have $150,000. "IFI may ask" asked Mary. "How are you going to pay the balance? "Well, I've spoken to some older church members, and they told me that if I could make the down payment they would cover the rest." Extra Questions: Tey to work with you on this. Give me a few days and call you" said Mary As Reverend Smith left. George, the owner and CEO of SYK, came into the office. "What did Reverend Smith want?" asked George. "He's actually interested in Moby Dick, and I believe it matches his needs perfectly "That's great!" George replied. Then he noticed Mary's face. So what's the problem? You and I both know Ted will not come down on the price Mary quickly explained the situation, with George listening intently. After she was done, George said, "Mary, this is what you are going to do. I want you to convince Ted that repairing those machines is impor tant to the buyer. DO NOT tell him who it is. Tell Ted the buyer wants the machines, but the repair estimate he calculated is $150,000. Tell Ted you know you can get the buyer to buy if the down payment was reduced to $150,000 and the asking price to $950,000. Finally, tell Ted he would be making an additional $50,000 for not having to do the repairs I don't know about this," said Mary. "It doesn't feel honest, and besides Reverend Smith has not approved the deal, nor do I believe he would want me to lie on his behalf George replied, "Mary, the Reverend is going to do something good with that building. You and I both know Ted will never get more than this. We're just helping him make the best deal possible" Mary still was not certain. Although Ted was a miner, it did not feel right to lie. Besides, she wondered what Ted would do after he found out the Reverend had so use for the machines. QUESTIONS EXERCISES 1. How is top management supporting a culture of ethi cal or unethical behavior? 2. Discuss the alternatives and duties Mary has as a rep resentative for both the buyer and seller. 3. Ifteahors have a code of ethics that requires truthf and transparent information, what should Mary te George, the owner of ISKY? This camily bypothetical, amy resemblance to real perso companies, or sation is indental 1. Explain the case study? 2. What are the ethical issues involved in this case? 3. What are the effects of this issue? 4. What are the solutions for this issue? 5. What is your opinion about this case?
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