In this paper, Gary L. Karns extends the earlier work of others regarding the biblical purpose of business with a reflective analysis on exchange and marketing as key processes related to the institution of business. Relationships/interdependence, holiness, justice, love stewardship, creativity, hope, and other themes are drawn from the biblical narrative to form a Christian worldview lens that is employed for reflecting upon exchange and marketing as a paradigm. Alignments and misalignments between the purpose, worldview, and effects of exchange and marketing with a Christian worldview are discerned and implications for business practitioners, consumers and academics are identified. While the contemporary exchange and marketing paradigm is rife with misalignments from a Christian worldview, there are some compelling alignments which suggest that the processes of exchange and marketing have theological legitimacy. Commitment to a genuine concern for others is necessary to realign exchange and marketing practices. Mr. Karns is Professor of Marketing and Associate Dean for Graduate Programs in the School of Business & Economics at Seattle Pacific University.