Marketing, a science that studies consumers’ needs and wants, as well as behaviours of a specific target market, with the aim of achieving a profit through the sales of products or services of a particular organisation. Marketers play a crucial role in marketing activities and have many obligations, some being to search for potential markets then selecting one or more markets as a target. Taking the market environment and all other related factors into consideration that will impact on their brand. Companies who aim to sell their products or services to consumers, in the hope of making a profit, as well as promote their brand and products or services to attract more consumers would generally hire marketing scientists. “Marketing scientists investigate how buyers buy and how marketing works” (Sharp, 2013, p.5). Working between companies and consumers, designing and implementing marketing plans and strategies to achieve marketing goals for companies, as well as satisfying consumers’ demands can be considered the leading roles of a marketer. However to design appropriate marketing strategies, and manage the undertaking marketing activities successfully, as well as obtaining potential market opportunities, “it is essential for marketers to do comprehensive market research in the form of observations and surveys, which helps marketers to understand consumers’ needs and wants, as well as their behaviour” (Sharp, 2013, p.6).
“Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services.” (Cohen, 2011). This essay will demonstrate what marketers do, how they do it and the tools and methods they use to do so successfully. Also included is an explanation of the marketing mix, being the four P’s.