There is no other area of business activity that offers more opportunities for imagination, ingenuity, and self expression than marketing. The decisions made in the marketing area often determine the success or failure of a firm, whether the firm produces products or services for the consumer's wants and needs or it produces products to satisfy industrial demand. Marketing is an exciting, ever-changing field that involves a vast array of activities.
Marketing emphasizes the flow of goods and services from producer to consumer or user.
Today, marketing emphasizes the exchange process as well as the stimulation, anticipation, facilitation, regulation, and satisfaction of both consumer and industrial demand. As consumers, the field of marketing is important because it affects all of us on a daily basis. Adding to its importance is the fact that it employs large numbers of people and supports entire industries, such as advertising agencies and marketing research firms. The scope of marketing is certainly broad and diverse. Marketing is the activity within a firm that brings together the many activities performed to accomplish the satisfaction of consumer wants and needs.