Marketing is often regarded as advertising, promotion and merely selling. Although this is true, marketing has much more in addition to it. Marketing is about gathering the resources of an organization so as to meet the needs of its customers. The American Association of Marketing defines marketing as, ‘Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual’s and company’s goals.
Marketing can be considered as the mission of creating, promoting and delivering products or services to the customers. Any business runs because of the demand from its customers. The customer is the core of organizational considerations. The organization must therefore have clear goals, must know the target customers and then develop ways to meet the goals. Marketing is one of the strategies used by the companies to fulfill such objectives. The process of marketing involves exchange between buyers and sellers. Exchange means providing a product or service and getting something in return.