Successful companies share a passion for building customer relationships by creating value, motivating employees to improve, and focusing on segmentation, targeting, and positioning due to economic challenges. Marketing involves managing profitable customer relationships by attracting new and retaining current customers through value-adding products and compelling brand messaging like "Save money and live better" (Wallmart) and "I'm loving it" (McDonalds). Both profit and non-profit organizations utilize modern digital marketing techniques along with traditional methods to understand consumer needs, develop superior products and services, and set appropriate prices, distribution channels, and promotions.