What you’ll learn to do: explain why the customer is the cornerstone of marketing

As we dive into the mechanics of marketing, we begin by locking our focus on the customer.

“Customers” are the people or organizations with needs or wants that a business aspires to address. The act of obtaining a desired object from someone by offering something of value in return is called the exchange process. Businesses live, thrive, or die based on their ability to offer value to customers through the exchange process. In other words, the customer is the primary reason for a business to exist.

All marketing centers on creating, delivering, and communicating value to the customer.

Learning Activities

The learning activities for this section include the following:

• Reading: Why Customers Matter
• Self Check: Importance of Customer