Chapter 1: creating customer relationships and value through marketing. Marketing: delivering benefits to the organization, its stakeholders, and. Lo 1-1: define marketing and identify the two primary goals of marketing. Marketing: the activity for creating, communicating, delivering, and exchanging offerings that benefit customers, the organization, its stakeholders, and society at large. Marketing seeks (1) to discover the needs and wants of prospective customers and (2) to satisfy them. Organizations buying for their own use (such as manufacturers) or for resale (such as wholesalers and retailers). In order to achieve these two objectives, we: Exchange: the trade of things of value between buyer and seller so that each is better off after the trade. Domino"s owner can make the pizza and deliver it to you: a desire and ability on their part to have their needs satisfied, a way for the parties to communicate, ex: knowing about the pizza location through (street/web/phone).