Answer:
The correct answer is both customers and businesses.
Step-by-step explanation:
The definition of marketing implies that both customers and businesses should receive benefits from exchange relationships.
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit."
Marketing measures unfulfilled needs and desires. In short it includes five Ps that is product, price, place, packaging and people. All businesses carries these activities to make profit and satisfy customer to ensure future profits.