Trace how marketing creates, communicates, delivers, and captures value in an exchange. Use the American Marketing Association’s value lens to connect customers, offers, revenue, and long-term relationships.

Choose a real product and describe who it serves, what problem or job it helps with, what outcome the customer wants, and why the offer is credible. Turn features into customer benefits instead of listing product facts.

Look beyond the physical product to the full offer customers judge, including service, packaging, access, price, guarantees, and brand signals. Use the 4 Ps as a practical way to see how offer choices shape perceived value.

Apply the previous explanations in a guided problem.

Reason through how customers decide whether an offer is worth attention, trust, and action. Match claims with proof such as demonstrations, reviews, comparisons, credentials, or risk reducers.

Connect customer value to business value without doing detailed math. Trace how purchases, repeat buying, referrals, complaints, and churn signal whether marketing is creating enough value for both the customer and the company.

Apply the previous explanations in a guided problem.

Check your understanding with a short quiz.

Review this chapter with practice based on your mistakes.