Today marketing is often mistaken as involving only selling, advertisement and promotion of a product. In reality we come to realise that selling, advertising and promotion are but a small part of marketing. While not disregard the importance of the aforementioned activities it must be realised that they are a part, an integral part, of a larger 'marketing mix' often outlined though the four P's of marketing; Product, Price, Place and Promotion.

Product involves a detailed assessment of the product quality, design, name, warranty, packaging, labelling, and exclusive features.

Price is a process of determining the correct price for a product, price set too high may result in the loss of sales where as a price set too low can damage the products image placing it into a 'cheap' product category.

Promotion is the most obvious activity in the marketing process involving the selling, advertisement, promotions and public relations enticing the client to buy.

There are many reasons why organisations need to understand the customer and buyer behaviour, including: increasingly demanding customers, smarter, more educated buyers, many products chasing lesser customers, survival in an increasingly competitive environment/marketplace. Understanding consumer buyer behaviour can assist the development of marketing mix strategies that will appeal to the client and encourage them to purchase your product over a similar or substitutional good. Once the consumers' decision making process and buying behaviour process has been assessed, the 4P's can be developed in line with what the consumer needs and wants.

Market research is the process of systematically collecting, recording and analysing information concerning a specific marketing problem. Many decisions that a marketeer must make require information. In the past, when organisations tended to be fairly small, managers knew their customers well, they knew what was selling and what their competitors were doing. As organisations increased in size, and people's jobs became more and more specialised, it was no longer possible to k

Some common words found in the essay are:
Promotion Product, , buyer behaviour, decision process, market research, buyer behaviour marketing, involving selling advertisement, marketing mix strategies, customer buyer behaviour, mix strategies, marketing mix, price set, product price, marketing process, selling advertisement, involving selling,
Approximate Word count = 754
Approximate Pages = 3 (250 words per page double spaced)