The third set of factors that must be considered in any ethical analysis of marketing is values other than those served by the exchange itself. Such primary social values as fairness, justice, health, and safety are just some of the values that can be jeopardized by some marketing practices. For example, a bank that offers lower mortgage rates in affluent neighborhoods than it does in inner-city neighborhoods might be involved only in deals that are mutually beneficial since they do not, in fact, sell mortgages in the inner city But such contracts would violate important social norms of equal treatment and fairness. There may be a very strong market for such things as certain body parts of endangered species. There is also, unfortunately, a market for children. But just because someone wants to buy something and someone else is willing to sell it does not mean that that transaction is ethically legitimate. An adequate ethical analysis of mar¬keting must ask who else might be affected by the transaction. How, if at all, are their interests represented? What social goods are promoted, and which are threatened, by marketing this product?