When making decisions, managers often have to decide between doing what is beneficial for themselves (and possibly the firm) in the short run and doing what is right and beneficial for the firm and for society in the long run. To address this conflict, conscious marketing must Multiple Choice adhere rigidly to legal standards in its industry. always put society's needs ahead of the firm's needs. align the short-term goals of each employee with the long-term, overriding goals of the firm. evaluate its quarterly profit statement from an ethics standpoint. state its long-term goals in general terms, so as to not interfere with managers' short-term goals