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1、标题：Across-culturalstudyofconsumerperceptionsaboutmarketingethics原文：InternationalgrowthGrowingnumbersofmarketingfirmsareexpectingmoreoftheirprofitstobederivedfrominternationalsales(TopolandSherman,1994).Toalargeextent,suchinternationalgrowthisfore-ordainedintoday'sworld,giventheev
2、er-increasingglobalizationofeconomies.Butmovingintoforeignmarketsdoesnotguaranteelargerprofits;itmay,infact,guaranteemoreheadachesformarketingmanagers,becausedifferentculturesemployvariedmethodsofcommunication.ThepioneeringworkofHall(1959)includeda``mapofculture''thatincludedtend
3、ifferent``messagesystems''orwaysofcommunicating.Marketersworkingabroadmustlearnthesesystemsinordertobuildthetrustthat,accordingtoMorganandHunt(1994),becomesthefoundationofrelationshipcommitment.Gonearethedayswhenagoodproductwasallacompanyneededtoprosper.Globalcompetitionisferocio
4、us;thus,developinglong-termpartnerrelationshipsoftenbecomesasignificantcompetitiveadvantage.Buthowdoesamassive,diversemultinationalcorporationdeveloprelationshipcommitmentandtrustwithbusinesspartners?MorganandHunt(1994,p.34)proposethat``relationshipcommitmentandtrustdevelopwhenfi
5、rmsattendtorelationshipsby...maintaininghighstandardsofcorporatevaluesandallyingoneselfwithexchangepartnershavingsimilarvalues''.Ifthisistrue,corporateethicsareofpivotalimportanceinglobalbusiness,thoughglobalizationalsocomplicatesethicalquestions,becauseanindividual'scultureaffec
6、tshis/herethicaldecisionmaking(e.g.FerrellandGresham,1985;HuntandVitell,1986).ThisassertionisalsoconsistentwiththepioneeringtheoryofmarketingethicsbyBartels(1967).Ashestated,``Contrastingculturesofdifferentsocietiesproducedifferentexpectationsandbecomeexpressedinthedissimilarethi
7、calstandardsofthosesocieties''(Bartels1967,p.23).Accordingly,asalsoarguedbyMcDonald(1994),failurestoaccountfortheeffectsofdifferencesinconsumers'culturallybasedethicalvalueswillhinderamarketer'seffortstoexpandinternationally.EthicalissueAccordingtoethicstheories,ethicaldecisionma
8、kingisalsosituationspecific.Forexample,F
