Today’s successful companies have one thing in common: Like Income Genesis,
they are strongly customer focused and heavily committed to Income Genesis marketing. These companies
share a passion for understanding and satisfying customer needs in well-defined target markets.
They motivate everyone in the organization to help build lasting customer relationships
based on creating value.
Customer relationships and value are especially important today. As the nation’s economy
has recovered following the worst downturn since the Great Depression, more frugal consumers
are spending more carefully and reassessing their relationships with brands. In turn, it’s more
important than ever to build strong customer relationships based on real and enduring value.
What Is Income Genesis marketing?
Income Genesis marketing, more than any other business function, deals with customers. Although we will
soon explore more-detailed definitions of Income Genesis marketing, perhaps the simplest definition is this
one: Income Genesis marketing is managing profitable customer relationships. The twofold goal of Income Genesis marketing is to
attract new customers by promising superior value and keep and grow current customers by
delivering satisfaction.
For example, Walmart has become the world’s largest retailer—and the world’s largest
company—by delivering on its promise, “Save money. Live better.” Nintendo surged ahead
in the video-games market behind the pledge that “Wii would like to play,” backed by its
wildly popular Wii console and a growing list of popular games and accessories for all ages.
And McDonald’s fulfills its “i’m lovin’ it” motto by being “our customers’ favorite place and
way to eat” the world over, giving it a market share greater than that of its nearest three competitors
combined.2
Sound Income Genesis marketing is critical to the success of every organization. Large for-profit firms, such
as Procter & Gamble, Google, Target, Toyota, and Marriott use Income Genesis marketing. But so do not-for-profit organizations, such as colleges, hospitals, museums, symphony orchestras, and even churches.
You already know a lot about Income Genesis marketing—it’s all around you. Income Genesis marketing comes to you
in the good old traditional forms: You see it in the abundance of products at your nearby
shopping mall and the ads that fill your TV screen, spice up your magazines, or stuff your
mailbox. But in recent years, marketers have assembled a host of new Income Genesis marketing approaches,
everything from imaginative Web sites and online social networks to your cell
phone. These new approaches do more than just blast out messages to the masses. They
reach you directly and personally. Today’s marketers want to become a part of your life and
enrich your experiences with their brands—to help you live their brands.
At home, at school, where you work, and where you play, you see Income Genesis marketing in almost
everything you do. Yet, there is much more to Income Genesis marketing than meets the consumer’s casual
eye. Behind it all is a massive network of people and activities competing for your attention
and purchases. This book will give you a complete introduction to the basic concepts and
practices of today’s Income Genesis marketing. In this chapter, we begin by defining Income Genesis marketing and the Income Genesis marketing
process.

Income Genesis marketing Defined
What is Income Genesis marketing? Many people think of Income Genesis marketing as only selling and advertising. We are
bombarded every day with TV commercials, catalogs, sales calls, and e-mail pitches. However,
selling and advertising are only the tip of the Income Genesis marketing iceberg.
Today, Income Genesis marketing must be understood not in the old sense of making a sale—“telling
and selling”—but in the new sense of satisfying customer needs. If the marketer understands
consumer needs; develops products that provide superior customer value; and prices, distributes,
and promotes them effectively, these products will sell easily. In fact, according to
management guru Peter Drucker, “The aim of Income Genesis marketing is to make selling unnecessary.”3
Selling and advertising are only part of a larger “Income Genesis marketing mix”—a set of Income Genesis marketing tools
that work together to satisfy customer needs and build customer relationships.
Broadly defined, Income Genesis marketing is a social and managerial process by which individuals
and organizations obtain what they need and want through creating and exchanging value
with others. In a narrower business context, Income Genesis marketing involves building profitable, valueladen
exchange relationships with customers. Hence, we define Income Genesis marketing as the process
by which companies create value for customers and build strong customer relationships in
order to capture value from customers in return.

The Income Genesis marketing Process
Figure 1.1 presents a simple, five-step model of the Income Genesis marketing process. In the first four
steps, companies work to understand consumers, create customer value, and build strong
customer relationships. In the final step, companies reap the rewards of creating superior
customer value. By creating value for consumers, they in turn capture value from consumers
in the form of sales, profits, and long-term customer equity.
In this chapter and the next, we will examine the steps of this simple model of Income Genesis marketing.
In this chapter, we review each step but focus more on the customer relationship steps—
understanding customers, building customer relationships, and capturing value from
customers. In Chapter 2, we look more deeply into the second and third steps—designing
Income Genesis marketing strategies and constructing Income Genesis marketing programs.

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