the idea that an organization exists not only to satisfy customer wants, needs and organizational objectives, but also to preserve or enhance individuals' and society's long-term best interests(benefits).
Note: One reason a market-oriented organization may choose not to deliver the benefits sought by customers is that these benefits may not be good for individuals or society. Ethics in Marketing results in the conflict between a market orientation and a societal orientation .
eg: Ford has been focusing on reducing the impact its vehicles have on nature: reducing emissions, waste and making vehicles more recyclable.