Marketing is the marketing procedure employed by organizations to make the public aware of their existence and what they do. The basic purpose of marketing is to create awareness of the potential of a product or service in satisfying customer needs. Marketing is an active process of influencing consumers to respond to a marketing communication. Marketing is the art of creating and building demand for products and services; possibly including selection of an ideal target market; selection of some attributes or themes to be presented; and methods of presenting information about the product or service. In advertising, marketing is used to promote a business by the creation of demand.

The promotion of merchandise is often regarded as the most obvious example of marketing; yet, other types of marketing include general advertising and disseminating information about a product or service, which are sometimes coupled with direct selling. There is also what is known as societal marketing, which refers to efforts undertaken by organizations to bring about change in society at large. The objective of societal marketing may include raising consciousness about issues such as poverty, environmentalism, racism, and ethnic diversity. Social marketing uses the same objectives as traditional marketing, but takes them to new levels.

Marketing research involves gathering information from consumers and studying the response to various marketing activities. Marketing research is crucial for product development. By gathering data, researchers can find out what works and what doesn’t. Marketing research can help businesses determine the best selling product lines and develop new ones. Marketing research can also be conducted to evaluate marketing techniques used by competitors to ensure that their selling techniques are effective.

One of the most important purposes of marketing is to gain consumer acceptance of new products or services. Successful marketing strategies allow consumers to perceive a product or service as desirable and trustworthy. Acceptance of a product or service means that consumers feel comfortable buying it and are not apprehensive about using it. This enables companies to increase their profit margins and, therefore, their bottom line.

Another important purpose of marketing is developing long-term relationships with consumers. Consumer loyalty allows companies to sell more of a product or service over again. This increases their market share. Long-term relationships are also vital for establishing trust and credibility. For example, marketers use consumer loyalty to build trust and credibility when introducing new marketing strategies.

Another concept in coordinated marketing is that of customer satisfaction. Satisfied customers return to a company and recommend them to others. The concept of customer satisfaction enables marketers to improve their products or services to meet customer needs. This helps to increase profitability and, therefore, overall company profits.