The economic environment has changed in the past decade due to stock market losses, rising health care costs, and declining property values. As a result, many seniors were forced to look for new ways to generate income after their working careers ended. One of the primary beneficiaries of this shift was firms marketing reverse mortgages. Reverse mortgages allow older homeowners to tap into the equity of their home and receive payments against its value. Typically, when the homeowners die, their heirs must repay the loan, including interest and fees. For the past two decades, the vast majority of reverse mortgages have been offered under the federally insured Home Equity Conversion Mortgages program, which applies to people aged 62 and older.53 Market factors, including the rising number of seniors in the U.S., have led to an increase in advertisements promoting the benefits of these programs. The loans have become more attractive to lenders as traditional real estate sales have struggled in the years since the collapse of the housing market in 2007. Like many other industries, the reverse mortgage business contains two sides of an ethical dilemma. On one side are those marketers who are increasing profits by helping seniors access the equity in their home; on the other are those who are potentially taking advantage of desperate seniors who may not fully understand what a reverse mortgage is. Please use the ethical decision-making framework to answer the following questions: (a) Which parties are impacted by reverse mortgages marketing strategies? (b) If you are a bank hoping to increase profits, would you try to expand your marketing of reverse mortgages to seniors? (c) If you are a marketing manager at a bank that has made the strategic decision to grow its reverse mortgage business, how would you go about promoting the product?