Marketing was built around one concept but since technology has become so advanced, it is safe to say that marketing has also expanded with the times. Marketing is about managing profitable relationships with customers. The dual goal of marketing is to attract new customers by promising superior value and to retain and grow current customers by delivering satisfaction. (Armstrong & Kotler, 2007, Marketing: An Introduction) Marketing has just begun to leverage available resources to help companies build customer loyalty by providing that key ingredient, promising superiority. I can say that I am a professional Wal-Mart shopper. Every year I hear the same story in the newspaper. Keep your money in the community and shop locally. Every year I do the same thing. I drive an hour to another state anyway so I can shop at Wal-Mart and save my wallet. Why do I spend all that time driving to another state so I can shop for myself and my family? Wal-Mart saves us money and the customer service is far superior to local stores. Don't get me wrong, I still do some shopping locally. I simply do most of my shopping at a place that treats me well and has a better selection of items to purchase. To not distract me from the marketing, I like to provide personal information about why I came to a conclusion. MARKETING: Definition: systematic collection, recording, analysis and use of data relating to the transfer and sale of goods and services from producer to consumer. (About Inc., The New York Times Company, 2007) This is what I got from web resources and, of course, it is similar to the other definition except that it is missing some crucial information about maintaining customer loyalty. I think I've made it clear how important this categorization is to me in my personal commitment to being a Wal-Mart shopper. May I add that most of the employees at the current Wal-Mart recognize my family and go out of their way to help us in our shopping experience. No, it's not that small, it's a Super Wal-Mart.