The first four of the five steps which are connected by arrows are categorized as "Create value for customers and build customer relationships." The step and its exploded contents are given below.
Step 1: Understand the marketplace and customer needs and wants
Research customers and the marketplace
Manage marketing information and customer data
Step 2: Design a customer value-driven marketing strategy
Select customers to serve: market segmentation and targeting
Decide on a value proposition: differentiation and positioning
Step 3: Construct an integrated marketing program that delivers superior value
Product and service design: build strong brands
Pricing: create real value
Distribution: manage demand and supply chains
Promotion: communicate the value ...