What you’ll learn to do: explain the role of customers in marketing

All marketing centers on creating, delivering, and communicating value to the customer. In this section you’ll learn why customers play such an important role in a business’s marketing activities.

The specific things you’ll learn in this section include the following:

• Define the term marketing
• Explain the marketing concept
• Identify and describe an organization’s value proposition
• Explain the importance of managing the customer relationship
• Explain the factors that influence customer decisions
• Explain the consumer buying process