Bottled$-$water companies create value for customers even though they sell a natural resource that is free and abundant Water was first positioned as a premium product that indicated status and sophistication. Since then $,$ soft drink companies with large distribution networks, such as PepsiCo and Coca$-$Cola, have marketed bottled water at lower prices. This activity is important because all marketers must consistently find ways to integrate their different functions into customer value $.$ The American Marketing Association states that marketing is $"$an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholdersThe goal of this activity is to demonstrate your understanding that marketing is a multifaceted function. Its fundamental purpose is to create value by developing a variety of offerings, including goods services, and ideas, to satisfy customer needs.