What is the principal goal of marketing according to the concepts discussed?

The principal goal of marketing, as discussed within the framework of international marketing practice, is to deliver customer value. This concept emphasizes that successful marketing goes beyond simply selling products or services; it is fundamentally about understanding and addressing the needs and wants of customers. By focusing on delivering value to customers, businesses can build strong relationships, foster customer loyalty, and ultimately drive sustainable growth.

Delivering customer value involves creating offerings that meet or exceed customer expectations, providing benefits that are perceived as valuable, and ensuring a positive customer experience. When businesses prioritize customer value, they are better positioned to respond to market demands, adapt to changes, and maintain competitiveness in a global market.

While goals such as maximizing profits, increasing market share, and promoting brand awareness are certainly important aspects of marketing, they should be viewed as outcomes of successfully delivering customer value rather than being the principal goal. Effective marketing strategies that prioritize customer value will naturally lead to higher profits, greater market share, and enhanced brand awareness, as satisfied customers are more likely to make repeat purchases and recommend the brand to others.