Marketing: Definition, Goals, Functions, Benefits and Terms

Marketing: Definition, Goals, Functions, Benefits and Terms - Marketing is a crucial aspect of any business, and it plays a significant role in the success of a company. It is defined as the process of promoting and selling products or services to potential customers. This process involves market research, advertising, and sales strategies to attract and retain customers. In this article, we will discuss the definition, goals, functions, benefits, and terms of marketing in detail.

Definition of Marketing

Marketing is a set of activities that aim to create and maintain a demand for a product or service. It involves identifying the needs and wants of customers and fulfilling them through the development, promotion, and distribution of goods and services. It is a continuous process that starts from the conception of an idea to the sale and after-sales service of a product or service.

Goals of Marketing

The primary goal of marketing is to increase sales and revenue for a company. However, this goal can be achieved through various other objectives, such as:

  • Creating brand awareness: One of the essential goals of marketing is to make customers aware of a brand or product. This is achieved through various marketing techniques, such as advertising, public relations, and social media.

  • Building customer loyalty: Another goal of marketing is to build a loyal customer base. This is done by providing quality products and excellent customer service, which results in a positive customer experience.

  • Increasing market share: Marketing also aims to increase the market share of a company by attracting more customers and competing with other companies in the industry.

  • Educating customers: Marketing is also responsible for educating customers about the features and benefits of a product or service. This helps customers make an informed decision when making a purchase.

Functions of Marketing

The functions of marketing can be broadly classified into four categories: product, price, promotion, and place.

  • Product: Marketing is responsible for the development and design of products that meet the needs and wants of customers. This involves conducting market research, analyzing customer feedback, and making improvements to the product.

  • Price: Setting the right price for a product is crucial for its success. Marketing plays a vital role in determining the price of a product by considering factors such as production costs, competition, and customer demand.

  • Promotion: This refers to the various marketing techniques used to communicate the value of a product to potential customers. It includes advertising, sales promotions, public relations, and direct marketing.

  • Place: The place function of marketing involves making the product available to customers through different distribution channels. This includes retail stores, online platforms, and direct sales.

Benefits of Marketing

Marketing offers several benefits to a company, some of which include:

  • Increased sales and revenue: Effective marketing strategies can attract more customers and increase sales, resulting in higher revenue for a company.

  • Improved brand reputation: Through marketing, a company can build a positive image and reputation for its brand, which can lead to increased customer loyalty.

  • Competitive advantage: Marketing can give a company a competitive edge by differentiating its products and services from those of its competitors.

  • Customer satisfaction: By understanding the needs and wants of customers, marketing can help a company provide products and services that meet their expectations, resulting in higher customer satisfaction.

Terms of Marketing

Target market: This refers to a specific group of consumers that a company aims to reach with its products or services.

  • Market segmentation: This involves dividing the target market into smaller groups based on demographics, behavior, or geography to create more targeted marketing strategies.

  • Unique selling proposition (USP): This is the unique feature or benefit of a product that sets it apart from its competitors.

  • Marketing mix: This refers to the combination of product, price, promotion, and place that a company uses to market its products or services.

  • Call-to-action (CTA): This is a phrase or statement that encourages customers to take a specific action, such as making a purchase or signing up for a service.


In conclusion, marketing is a critical aspect of any business, and its definition, goals, functions, benefits, and terms play a crucial role in the success of a company. By understanding these concepts, a company can develop effective marketing strategies to attract and retain customers, increase sales, and achieve its overall goals.