Marketing is a necessary activity that encompasses the entire business and is vitally important to sound bussiness health. It is viewing the entire business from the customer's viewpoint takes into account every aspect of the marketing mix from the product to price, distribution channels and marketing communications. All these factors affect the customer's response to a product or service.
One definition of marketing states: "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 (customer) and organizational objectives".
The concept of marketing as a business philosophy defines marketing as a process that is intended to find, satisfy and retain customers while business makes a profit. But central to all these definitions is the role of the customer and his relationship to the product (i.e. whether he considers the product or service to meet a need or want).
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