Jodi Geels is in a position to close a large sale if she conceals certain information that the customer needs to make an intelligent buyer decision. Her sales manager encourages her to withhold the information and says, "You will not be breaking any law." In this case, the salesperson must be guided by the following ethical guideline;

caveat emptor

the code of ethics established by the company should guide all ethical decisions.

the organization's moral tone is established primarily by salespeople who have daily customer contact.

a salesperson's ethical sense must extend beyond the legal definition of what is right and wrong.