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In modern times, businesses have shifted away from the idea of solely making a profit but towards satisfying the needs and wants of consumers. For a business to be deemed successful, acknowledgment that the customers are the driving force of the economy, in which organizations revolve around is necessary (Keith, 1960). As an outcome of this philosophy, marketing is depicted to be a significant aspect of business. Marketing is the activity and procedures for producing, communicating, distributing and exchanging products and services that have value for customers and the general society (American Marketing Association [AMA], 2017). To help comprehend the importance of customers in today's economy, this essay aims to discuss the concepts of customer value in relation to 'Second Stich' face masks, how the core ideas of needs, products, and exchange link to customer value and why 'Second Stich' face masks need to understand these concepts to flourish in the business industry.

The change of business values and objectives have revolutionized the current economy, where applications of production have switched to applications of marketing, from the product we "can" create to the product the customer "wants" firms to create (Kieth, 1960). Marketing is a tool used to create value within the products and services sold to the customers. Thus many businesses can manipulate and influence consumers wants to be perceived as needs, by adding value to what is being bought and exchanged for. Zeithaml (1988, as cited in Smith & Colgate, 2007) indicates that customer value refers to what the customer acquires (benefits) compared to what they lose (costs or sacrifices).