Marketing is an continuing process of preparation and executing of the marketing mix (Product, Price, Place, Promotion) of good, services or thoughts to create exchange between individuals and organizations.

Marketing tends to be seen as a original industry, which includes advertising, distribution and selling and also concerned with anticipating the customers' potential needs and wants, which are often discovered through market investigate.

A market-focused, or customer-focused, organization first determines what its possible customers desire, and then builds the product or service. Marketing hypothesis and practice is justified in the conviction that customers use a product or overhaul because they have a need, or because it provides a perceived benefit.

Two major factors of marketing are the staffing of new customers (acquisition) and the maintenance and expansion of associations with existing customers (base management). Once a marketer has transformed the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and humanizing the product/service continuously to protect the business from competitive encroachments.

For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and rarely successful. Marketers depend on insights from marketing research, both official and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical treatment of this process. The offer is also an important tallying to the 4P's theory.