{"id":335,"date":"2015-08-31T22:07:31","date_gmt":"2015-08-31T22:07:31","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=335"},"modified":"2017-07-13T03:54:57","modified_gmt":"2017-07-13T03:54:57","slug":"outcome-importance-of-customer-2","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/outcome-importance-of-customer-2\/","title":{"raw":"Introduction to the Importance of Customers","rendered":"Introduction to the Importance of Customers"},"content":{"raw":"<h2>What you'll learn to do: explain why the customer is the cornerstone of marketing<\/h2>\r\nAs we dive into the mechanics of marketing, we begin by locking our focus on the customer.\r\n\r\n\u201cCustomers\u201d are the people or organizations with needs or wants that a\u00a0business aspires to address. The\u00a0act 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\u00a0exchange process. In other words, the customer is the primary reason for a business to exist.\r\n\r\nAll marketing centers on creating, delivering, and communicating value to the customer.","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\u00a0business aspires to address. The\u00a0act 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\u00a0exchange 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\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-335\">\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":923,"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-335","chapter","type-chapter","status-publish","hentry"],"part":45,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/users\/923"}],"version-history":[{"count":10,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/335\/revisions"}],"predecessor-version":[{"id":5529,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/335\/revisions\/5529"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/parts\/45"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/335\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/media?parent=335"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapter-type?post=335"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/contributor?post=335"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/license?post=335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}