{"id":65,"date":"2019-07-03T14:51:19","date_gmt":"2019-07-03T14:51:19","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/outcome-importance-of-customer-2\/"},"modified":"2019-07-03T14:51:19","modified_gmt":"2019-07-03T14:51:19","slug":"outcome-importance-of-customer-2","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/outcome-importance-of-customer-2\/","title":{"raw":"Outcome: Importance of Customer","rendered":"Outcome: Importance of Customer"},"content":{"raw":"\n<h2>What you'll learn to do: explain why the customer is the cornerstone of marketing<\/h2>\nAs we dive into the mechanics of marketing, we begin by locking our focus on the customer.\n\n\u201cCustomers\u201d are the people or organizations with needs or wants that a&nbsp;business aspires to address. The&nbsp;act of obtaining a desired object from someone by offering something of value in return is called the <em>exchange process<\/em>. Businesses live, thrive, or die based on their ability to offer value to customers through the&nbsp;exchange process. In other words, the customer is the primary reason for a business to exist.\n\nAll marketing centers on creating, delivering, and communicating value to the customer.\n<h3>Learning Activities<\/h3>\nThe learning activities for this section include the following:\n<ul>\n\t<li>Reading: Why Customers Matter<\/li>\n\t<li>Self Check: Importance of Customer<\/li>\n<\/ul>\n","rendered":"<h2>What you&#8217;ll learn to do: explain why the customer is the cornerstone of marketing<\/h2>\n<p>As we dive into the mechanics of marketing, we begin by locking our focus on the customer.<\/p>\n<p>\u201cCustomers\u201d are the people or organizations with needs or wants that a&nbsp;business aspires to address. The&nbsp;act of obtaining a desired object from someone by offering something of value in return is called the <em>exchange process<\/em>. Businesses live, thrive, or die based on their ability to offer value to customers through the&nbsp;exchange process. In other words, the customer is the primary reason for a business to exist.<\/p>\n<p>All marketing centers on creating, delivering, and communicating value to the customer.<\/p>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Why Customers Matter<\/li>\n<li>Self Check: Importance of Customer<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-65\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li><strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":141992,"menu_order":2,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"a54e33a8-c912-4a01-b76e-d20eccc0412b","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-65","chapter","type-chapter","status-publish","hentry"],"part":63,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/65","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/users\/141992"}],"version-history":[{"count":0,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/65\/revisions"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/parts\/63"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/65\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/media?parent=65"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=65"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/contributor?post=65"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/license?post=65"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}