Marketing as a powerful instrument is used differently in practice, the way of using depends on the purposes. But the experience shows that the ways of achieving the purposes or even the purposes themselves are not always ethical, do not always satisfy the true values of society. Cultural, historical, experience differences between countries determine different understanding and development of values. Although ethical questions are topical in all countries, as a bigger problem it remains in the transitional countries, in which the worth and the traditions of using them in every day and business situations are still in process. Although Lithuania already exited from the status of transitional country in economic and political senses, it will stay for a while in this status because of transitioning in values.