What values should determine an ethically legitimate price? In this chapter's overview of ethical issues in marketing, I suggested three general ethical con¬cerns as guiding principles: respect for individual autonomy provision of actual benefits to the parties involved, and values other than those served by the exchange itself. These three concerns also provide a focus for ethics and pric-ing. On the surface, a fair price is a price that both parties to an exchange agree upon. Thus the values of autonomy and mutual benefit to the parties involved underlie an ethics of pricing. But a product's price also affects third parties, including competitors who might be priced out of the competition and retail¬ers who must live with manufacturers corporate pricing policies. Thus, values such as fairness and equal opportunity also are relevant to pricing ethics.