Chapter 19 discusses the differences between transactional exchanges versus relational exchanges and various factors that influence whether business relationships would be more likely to be one or the other (industry structure, decision-making culture, decision-making structure, risk tolerance, and nature of purchase). a. Do you think grocery retailers are engaged in transactional or relational exchanges with Sun Pacific? Explain your reasoning relative to the factors listed in the text and case. b. Do you think McDonald’s is engaged in transactional or relational exchanges with Sun Pacific? Explain your reasoning relative to the factors listed in the text and case

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Communication Ethics in Business

Communication ethics can be defined simply as the inclusion of ethics in communication. Ethics are moral principles that govern a person's behavior and conduct. Therefore, ethics in communication or communication ethics are the moral principles that govern a person’s conduct.