Is it correct to use the word "exploitation" when referring to making profits in the market?

I have heard of the phrase "market exploitation," but that seems to have a negative connotation to it, i.e. big companies are exploiting 3rd world countries with cheap labor to make their products so that they can sell them at lower prices. So is it more correct if you say "market utilization"? What are other phrases you can use in this situation?