In the societal marketing concept, a firm is supposed to create and marekt its products with a view to doing what is best for their customers. This is in contrast to other concepts where firms do what makes the most money, or do what their customers want.
The idea of e-cigarettes, you can argue, fits in with the societyal concept. The idea of these devices is that they can deliver a nicotine "fix" to a person without any of the bad effects that come with getting your nicotine through smoke.
So you can argue that the companies are trying to do what is best for consumers by helping them avoid the cancers and other health problems associated with smoking.