Sales Target and Ethical Behaviour of Marketing Executives in the Nigerian Banking Industry

  • CO Akenbor
  • S Imade

Abstract

This study examined sales target for marketing executives in Nigerian banks
its influence on marketing executives’ ethical dilemma. To achieve this
purpose, research questions were raised, and a review of literature was
made. To gather the necessary data for this study, a set of questionnaire was
administered on one hundred and nineteen (119) marketing executives from
banks operating in Port Harcourt, the Rivers State capital and the data
generated from the study were analysed with the simple percentages. Our
findings revealed that sales targets for marketing executives in the Nigerian
banks are usually established by executive opinion and such targets are
realistically unattainable. In a bid to achieve the high sales target marketing
executives’ exhibit one form of unethical behaviour or the other such as
indecent dress mode and industrial espionage. It was therefore recommended that sales targets should not be established through executive opinion but territorial sales potentials and certain legislations should be enacted and enforced to prevent marketing executives from unethical practices. Those that fall prey of the law should be prosecuted.
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eISSN: 2070-0083
print ISSN: 1994-9057