Business can earn profits only when it provides goods or services which people are able and willing to buy. Every business enterprise is conceived in terms of a product or service that meets the needs of public. A business enterprise cannot survive unless there are enough people to buy the products and services offered by it. Customer is the generator of revenue for business. By paying for goods and services, customers determine what shall be produced and how much? In the words of Drucker, "There is only one valid definition of business what a business is.......The customer is the foundation of business and keeps it in existence....and it is to supply the customer that society entrusts wealth producing resources to a business enterprise." Customers can be created only when business supplies them what they want and at the price, place and time they desire. Business earns profits by satisfying the needs of customers. Therefore, creation and satisfaction of customers is an important objective of business. Creating customers amounts to creating the market for goods and services.
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