It includes ads, P.R., direct-mail, videos, sales literature, presentations and speeches. It overcomes barriers separating buyers with a need from sellers with a product that satisfies the need. It might be a new microchip. A software upgrade. A digital printing press.
Needs are better communicated than products.
It's there every day. But, the satisfaction offered by a product may only get communicated to the prospect occasionally, via a P.R. feature, an ad, direct-mailer, trade show presentation or other marketing communication. Not communicating establishes a costly barrier. A prospect knows nothing about your company or product except what your sales rep says. A lot of costly selling time goes into educating every prospect.