Marketing plays an essential role in the failure or success of a business. Marketing is often misunderstood as the sale and promotion of products through advertisements, advertisements, and sales calls. However, selling and promotion is only one important aspect of marketing (Kotler, Shaw, FitzRoy & Chandler, 1983). It is therefore essential that businesses fully understand that hot marketing affects them. This essay will further explore marketing as a business philosophy, the customer values ​​provided and the connection between the two with the use of Village 'Gold Class' cinemas specifically to illustrate these concepts. Village “Gold Class” Cinemas is a unique premium site designed to provide customers with the best experience during the entire film screening (Village Cinemas, 2013). The concept of marketing has constantly evolved over the past few years. specific and precise way of defining marketing. Thus, many different marketing definitions emerged and challenged other marketing perspectives. The first official definition of marketing was developed by the American Marketing Association (AMA) (Gamble, Gilmore, McCartan-Quinn & Durkan, 2011). The AMA (1960, cited in Kotler et al., 1983) defines marketing as “the performance of business activities that direct the flow of products and services from producer to consumers” (p. 7). Kotler (2009, cited in Gamble et al., 2011) defines marketing by which individuals and groups of people acquire their needs and wants through a societal process of creating, offering and exchanging products and services of value with others. Marketing is also described as a human activity aimed at satisfying the needs and wants of others through exchanged processes (Kotler et al., 1...... middle of article...... excerpt on April 2, 2014 from http: //www.oxforddictionaries.com/definition/english/philosophy?q=philosophySmith, JB and Colgate, M. (2007). (1), 8. -17.Village Cinemas (2013). Retrieved April 2, 2014 from http://villagecinemas.com.au/about-usWoodall, T. and Dispositional Analysis. , Academy of Marketing Science Review, (2003)12, 1. Retrieved from http://www.amsreview.org/articles/woodall12-2003.pdfWoodruff, R. (1997) Customer Value: The Next Source for Competitive Advantage, Journal of the Academy of Marketing Science, 25 (2), 139-153. Zeithaml, V. (1998). of Marketing, 52, 2-22.