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Ethical dilemma that Peter faced lies in between the option of him trying to persuade more customers
in San Francisco to purchase as much online directory advertising as possible and the option of
ignoring the point that their market was saturated with small business owners who had already
What are virtues Peter needed to act as he did? What do you think motivated him?
The virtues that Peter needed include: truthfulness - in order to explain to the top executives of the
company that they had to use another way to meet the quota they expected and telling the truth to
clients about their advertising needs; justice – in order to visit each business to give them an honest
evaluation of their advertising needs – by downgrading their packages with the company to ones that
really suited them. According to the excerpt, the motivation behind Peter’s actions were for the
company, in the long term, to move business to more appropriate and rightful online advertising
packages and to make more money, through their sales team, from referrals and customer retention.
Among the risks that Peter faced include: going beyond his mandate to question and challenge his top
executives intellect decisions and goals expected of him to sell as much online directory advertising
packages in his quota in order for the company to make more sales; the risk of the company losing
money through their sales in the short term while implementing their leeway strategy in the quota.
What factors do you think assist people in making moral decisions in the face of a great deal of
pressure?
Aggressive Sales and Quotas or Unfair Business Practice 2
Factors that assist in making moral decisions in the face of a great deal of pressure include: autonomy –
the principle that addresses the concept of independence that allows the individual freedom of choice
and action; nonmaleficence – the concept of not causing harm to others; beneficence – which reflects to
the responsibility to contribute to the welfare of the client based by being good, proactive and to
prevent harm when possible; justice – the principle that reaches out to if an individual is treated
differently, the individual has to offer a rationale that explains the necessity and appropriateness of
treating this individual differently; fidelity – the principle that aims at building trust with clients and
build faith in the therapeutic relationship if growth is to occur by fulfilling expected obligations.