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Word Count: 775
Marketing is more than selling and promotion The primary concern or objective of marketing is to identify and satisfy or exceed the changing needs of customers In view of this broad concern of marketing it can be seen that the concept of marketing summarizes many activities in a business Marketing in fact refers to any activity undertaken by a firm that has been designed to plan price promote and distribute ideas goods and services to target markets These marketing activities were executed in order to create an exchange and sales that will result in the achievement of the proprietors individual goals and the firms goals both in the short-term and the long-term It is then obvious that marketing forms an integral component of any businesss operations In particular marketing activities attempt to increase a firms revenue base by showing the importance of attracting potential customers in target markets to purchase the firms products in order to satisfy their wants rather than those of firms competitors Consequently the marketing directly contributes to the attainment of the financial goals of the firm Hence the success of a firm is reliant upon the extent to which it is able to identify and satisfy the customers needs more effectively Marketing as an activity that involves several features all of which are presented during the course of the marketing process Such features include firstly and most importantly that marketing is a long process that begins with the creation of an idea and ends up as product that will be sold to satisfy a customers needs Secondly marketing is seen as a managerial process as it involves making managerial decisions about the particular mix of product price place and promotion in a firm Furthermore marketing involves managers planning and ensuring that particular arranged activities are carried out in order for the marketing plan to be successful Finally marketing is perceived as a way in which firms are able to satisfy
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