Arrange the following steps of marketing process in the sequential order.

A. Capture value from customers to create profits and customer equity.
B. Understand the marketplace and customer needs and wants.
C. Build profitable relationships and create customer delight.
D. Construct an integrated marketing program that delivers superior value.
E. Design a customer-driven marketing strategy.

Choose the correct answer from the options given below:

Correct option is B

The correct sequence of the marketing process consists of five major steps that flow logically from understanding the market to capturing value:

B. Understand the marketplace and customer needs and wants – This is the foundation of marketing. Without this understanding, any strategy will lack direction.

E. Design a customer-driven marketing strategy – Based on the understanding of customer needs, marketers segment the market, select target markets, and develop value propositions.

D. Construct an integrated marketing program that delivers superior value – This step involves translating the strategy into action by developing the marketing mix (4Ps).

C. Build profitable relationships and create customer delight – This focuses on engaging customers, ensuring satisfaction, and fostering loyalty.

A. Capture value from customers to create profits and customer equity – As a result of providing value and maintaining relationships, the firm captures value in terms of sales, profits, and long-term equity.

Therefore, the correct sequence is B → E → D → C → A.

Information Booster:

• The modern marketing concept emphasizes creating value for customers with a focus on mutual benefit.

• This process supports customer-centric philosophy as opposed to product-centric or sales-centric approaches.

• Customer equity is a key concept in the final step, representing the total combined lifetime values of all the company’s current and potential customers.

• Customer delight is now considered more valuable than mere satisfaction—it helps in creating promoters for the brand.

• This process encourages continuous feedback loops, especially from CRM (Customer Relationship Management) systems, to improve marketing effectiveness.

• Businesses now rely on data analytics and AI-powered insights at every stage—from understanding needs to delivering personalization in integrated programs.

• Value creation and value capture are both long-term goals. While creating value helps the customer, capturing value ensures business sustainability and growth.