Marketing is both a set of activities performed by organisations and a social process. In other words, marketing exists at both the micro and the macro levels. At a micro-level, marketing is the performance of activities that seek to accomplish an organisation's objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from provider to consumer or client. On the other hand macro-marketing is a social process that directs an economy's flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society.
The services under marketing management include:
- Strategic marketing management;
- Development of marketing role within the firm;
- Focusing marketing strategy with segmentation and positioning;
- Evaluating opportuinities in the changing market environment;
- Evaluating consumer behaviour and patterns;
- Assessing decision making strategies towards better marketing information;
- Development of strategies for product planning for goods and services;
- Assessment and identification of product and service channels;
- Promotion and advertising techniques;
- Market research surveys.