Ethics is a division of beliefs that studies morals and values, and the attention is given to ethics and ethical codes all over the world with global and local significance. Because of the globalization of markets and manufacturing, ever rising number of international marketing personnel has to address the ethical issues in cross-cultural background. Given that more and more companies move into international marketing, ethical issues are predisposed to enhance, where in fact worldwide marketers are generally criticized for ethical delinquency (Wilmot, 2001). BMW Group is dedicated to the uppermost principles of ethical behavior, honesty and conduct. The company promises that it is urgent that its conduct not give rise to even a look of misconduct or indecency. Every of its shareholders, customers and the community in which it operates necessitates look upon its personal demeanour as ideal. To make sure it meets up that belief, the company has established a secret and classified system to offer customers the aptitude to voice concerns and suggestions or to report misbehaviour. EthicsPoint is a self-determining, countrywide recognized company selected to present this service. BMW and MINI Dealerships are located on the same site the showrooms are kept separate, the aesthetics of the showrooms and forecourts are very different and staff is trained differently to mirror the brand and the message which it is aiming to communicate. But the issue is as how successful is BMW in its ethical conduct across countries when it comes to its brand MINI.
In a cross-cultural setting, marketers are exposed to diverse values and ethical standards, where the issue of concern is as which ethical point have to marketers take whilst operating in a overseas culture. The ethical question of what is right or correct poses a lot of dilemmas for domestic marketers. Even in a country, ethical standards are often not defined or all the time apparent. The hitch of business ethics is considerably more composite in global marketplace, for the reason that value judgments diverge extensively amongst culturally diverse groups. That which is usually acknowledged as right on one country may well be entirely intolerable in another. At that time ethical will grow to be legal. If marketers desire to carry out business truthful and fair-haired in global marketing region, they may well come across numerous common ethical rules and regulations to comply with. Cultural differences must not result in violations of common ethics (Nill, 2003). For MINI brand, on a local level accepted MINI dealerships presents an opportunity to prop up own regional promising, and in regional campaigns stakeholders and customers are offered an ordinary association to the national campaign while putting up enthusiasm and interest in the dealerships local community.
伦理是信念，研究道德和价值观的一个部门，并重视伦理和道德准则上的全局和局部的意义世界。由于市场的全球化和制造，不断上升的国际市场营销人员的数量必须解决跨文化背景中的伦理问题。由于越来越多的企业进入国际市场，伦理问题的倾向增强，而事实上的全球市场普遍批评为道德犯罪（威尔莫特，2001）。宝马集团致力于道德行为的最高原则，诚实的行为。本公司承诺，它是紧迫的，其行为不产生哪怕是一个眼神不当或不雅。每一个股东，客户和社会中运作需要看它的个人风范的理想。确保它符合了这样的信念，公司建立了为客户提供智能的关注和建议或报告不当行为的秘密和分类系统。ethicspoint是一个自我确定，全国公认的公司选择现在这个服务。宝马迷你经销商都位于同一个站点的陈列室是分开的，展厅和前院美学是非常不同的员工训练的不同反映品牌和信息，它的目标是沟通。但问题是如何成功的宝马在伦理进行跨国家的时候，其品牌迷你。
在跨文化的环境中，营销人员接触到各种不同的价值观和道德标准，在所关心的问题是道德的角度要营销人员采取在一个海外文化经营。的伦理问题，什么是正确的或正确的姿势很多困境的国内市场。即使在一个国家的道德标准，往往没有定义或所有时间明显。商业道德的问题是在全球市场更大的复合材料，对价值的判断分歧广泛在不同文化群体的原因。这通常是公认的一个国家就很可能在另一个完全无法忍受。当时道德会成长为法律。如果营销人员希望开展业务的真实和公平的全球销售区域的头发，他们很可能会遇到许多共同的伦理法规遵守。文化差异不应导致共同的道德行为（不，2003）。小品牌，在地方一级，接受迷你经销商提供了一个机会来支撑自己的区域有前途的，并在区域活动的利益相关者和客户提供一个普通的协会全国运动，而把热情和当地社区利益的经销商。
