However, the fundamental difference between the traditional marketing mix and the value-based approach is the focus on the customer and the idea of ​​creating value for the customer. It can be said that companies today are working harder than ever to create value for customers. Companies are now operating in the value era: “a time when companies emphasize creating value for customers” (Tanner, & Raymond, 2011, p.7), or even in the “one to one” era : “building relationships with customers one at a time and trying to meet each customer's needs individually” (Tanner and Raymond, 2011, p.7). A company that uses the value approach to marketing is likely to be market-oriented, meaning that it follows the marketing concept of meeting (and exceeding) customers' wants and needs. This contrasts with a company that may take the traditional marketing approach (4ps), and is likely to be more product oriented, meaning the focus is more on product innovation rather than customer needs and