In the What is Marketing? tutorial we noted that marketers make decisions which result in value to both the marketer and its customers. Throughout the Principles of Marketing Tutorials we emphasize the importance customers play in helping marketers meet their business objectives.
To drive home this point, in this tutorial we concentrate our discussion on understanding customers and examining their role in the marketing process. We will see that for most organizations understanding customers is necessary not only because of their effect on marketing decisions but because customers’ activities influence the entire organization.