One must also ask what are the true costs of production. An adequate ethical analysis of marketing must consider externalities, those costs that are not inte¬grated within the exchange between buyer and seller. Externalities show that even if both parties to the exchange receive actual benefits from the exchange, other parties external to the exchange might be adversely affected. One thinks of the environmental or health impact of marketing products such as SUVs, pesticides, and tobacco as examples in which significant social costs would be Ignored by a simple model of individual consumer exchange. With these issues in mind, we can now turn to a closer examination of two major aspects of mar¬keting ethics: responsibility for product safety and pricing.