A person who is looking for a product that can fulfill its needs is known as customer and customer always have unfulfulled needs so organisations use marketing as a tool to bridge the gap between customer and product. Marketing is so basic activity to promote any product and it cannot be considered as separate function.Marketing is indeed an ancient art; it has been practiced in one form or the other but these days it has become the most vital function in the world of business. Marketing is the business function that identifies unfulfilled needs and wants, define and measures their magnitude, determines which target market the organization can best serve, which is the best product that can best serve the need of the customer unfulfilled needs and decides on appropriate products, services and programmers to serve these markets, and calls upon everyone in the organization to think and serve the customer. Marketing is the force that harnesses a nation’s industrial capacity to meet the society’s material wants. It uplifts the standard of living of people in society.
Marketing must not be seen narrowly marketing is itself is a wider term and it is very difficult to explain the marketing in a appropriate way but marketing can be seen as the task of finding clever ways to sell the company’s products. Many people confuse marketing with some of its sub functions, such as advertising and selling. Advertising and selling are the tools by which product is made available to the customer but shouldn’t be seen as equal to the marketing. marketing is a broader terms and advertising and selling are the tools of marketing. Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profit to the producers, and benefits for the stakeholders. this is the best way to serve the customer because if you are selling what u have produce than customer can purchase it for the first time but will not purchase it for the next time but on the other have if you are selling customer need to the customer than you are creating a relationship with the customer. and in future customer will come back and purchase the product. marketing helps to lead the market.