2 management - School of International Business and ...

393 What is marketing?
6 SUMMARY
In summary, marketing is a complex set of processes. It affects all individuals, organizations, and
industries in all countries. Many types of products can be marketed to different types of people,
ideally creating value for both buyer and seller.But good marketing isn't easy. If it were, thousands
of products wouldn't fail each year. By deliberately refining the target market and marketing mix,
and learning as much as possible from customers (past, present, and future), you can dramati-
cally increase the odds of success!