In the Marketing, introduction book, there are two sentences one of which there is a use of apostrophe, but not the second.
A. Societal marketing concept: The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.
B. The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run wants and consumer long-run welfare.
Why in the first sentence apostrophe is used and not in the second one?
I read many different posts of the use of apostrophe and I still don't get it. If you have two nouns, how would you decide whether it is a case of an attributive noun and hence omit the apostrophe or a possessive noun and hence use the apostrophe?