Ethics Marketers are in business to make a profit, but they also have an ethical obligation not to take advantage of consumers, especially disadvantaged consumers like those at the bottom of the pyramid. Would you consider it ethical to sell mosquito nets in Africa to prevent the spread of malaria? Would you consider it ethical to sell Coca-Cola or Pepsi to consumers in rural India? Why or why not? Is there a line between what is ethical to sell and what is not? How would you describe that line?