Ethics Many successful retailers use a loss leader pric-ing strategy, in which they advertise an item at a price below their cost and sell the item at that price to get customers into their store. They feel that these cus-tomers will continue to shop with their company and that they will make a profit in the long run. Do you consider this an unethical practice? Who benefits and who is hurt by such practices? Do you think the prac-tice should be made illegal, as some states have done? How is this different from bait-and-switch pricing?