When making decisions, managers often have to decide between doing what is beneficial for themselves $($and right and beneficial for the firm and for society in the long run. To address this conflict, conscious marketing must

Multiple Choice

state its long$-$term goals in general terms, so as to not interfere with managers' short$-$term goals.

align the short$-$term goals of each employee with the long$-$term, overriding goals of the firm.

adhere rigidly to legal standards in its industry.

evaluate its quarterly profit statement from an ethics standpoint.

always put society's needs ahead of the firm's needs.

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