In a perspective of individual cultural character, this paper develops a model of   marketing managers' ethical sensitivity. Using questionnaire with two ethical dilemma scenarios we surveyed marketing managers in mainland China. After data analyses, it is found that two variables we create plays significant roles. “Desire For Power” significantly influences the ethical sensitivity of Chinese managers in the scenario concerning bribery. “Desire For Money”, social responsibility and business ethical training significantly influence it in the scenario of acquiescing product defect. We propose and validate two cultural variables and fill in the gap of research in the effect of social culture differences on ethical sensitivity by using the samples of Chinese marketing managers.