No business is viable without customers and that’s why the Marketing area at SSE Russia concentrates its efforts on various ways of understanding customers, and how to make good use of that understanding. We thus see various marketing measures, such as customer satisfaction, as the main strategic target of business activity. The resulting financial profit that you earn is like a well-deserved “medal” but never an end in itself. This means that the figuring out of benefits sought by the customer, and market segmentation based hereupon, are always prior to tactical decisions on “price, promotion, product, and place”. In our view the well-known phrase of Charles H Revson captures pretty well what customer understanding, as we see it, is all about; in the factory we manufacture cosmetics, in the store we sell hope.