For the GWC Valves company, they need to understand everything about customer-driven marketing since they themselves are a corporate retailer. Marketing is important in every organization whether you are a profit or not-for-profit organization you must market your company. Marketing is more than just selling since it involves research, production, promotion, pricing and distribution. The exchange process of marketing is more complicated than just buying a product that you need since marketing involves selling products that are useful yet not needed on an everyday basis. Being able to facilitate and create this exchange process is a huge part of marketing as a whole. Marketing involves discovering unmet customer needs, research potential market, and to produce a good product or service to satisfy targeted customers. Businesses today whom are successful will focus on building customer relationships throughout, and the best marketers give consumers what they want and anticipate consumers’ needs before they surface.
Marketing also creates utility and this is something that many organizations are attempting to create all three types through the marketing function. Utility is the power of a good or service that can satisfy a want or need for an individual. The three types of utility include time by making a good or service available when customers want to purchase it, create place utility by making a product available in a location that is convenient for customers, and to create ownership through an organized transfer of goods and services from the seller to the buyer. Marketing has evolved immensely since before, the degree of emphasis was fairly high on production, sales started to become important as time went on, then the concept of marketing got introduced and today, marketing is all about being able to form relationships with your customers and your target market in order to generate and produce the most sales as possible and to meet the demands of the market.