Marketing is an extremely broad field encompassing a range of business activities that have been estimated to account for approximately 45% of gross national product. It involves such matters as the search for new product opportunities, product development and management, distribution, advertising and promotion, sales, sales management, and post-sale activities. People employed in advertising (age
ncies, clients, broadcast and print media), research firms, wholesalers, retailers, logistics and transportation firms of every kind are part of the marketing segment of our economy. Every firm, whether it is a manufacturer, retailer, wholesaler or service provider, needs marketing people to discover, measure, and analyze markets; develop and manage products and services; manage storage and distribution, and create and manage advertising, promotion, and sales; establish coherent pricing policies; and maintain positive customer relations.
