Marketing scholar with the Christian perspective can understand which organizations exist to serve others: more specifically, organizations exist to design and deliver superior value. Without such focus, customer requires go unmet, organizations become myopic, corporate reputation suffers, and revenues are left for another provider to take. Whether selling ball bearings, giving national security, or cleaning teeth, focus of organization must be on designing and delivering value. Over and over, literature is replete with evidence which delivering value brings prosperity to organizations, delights customers and buttresses ethical climate of an organization. While contemplating your approach to marketing, consider the following:

1. Is there basis in the Bible for focus on value? Justify answer.

2. Name and explain the organization which delivers superior value.

3. Do you beleive organizations which deliver value have different characteristics from those whose sole focus is on profit? Describe.