Marketing best defined as the science and art of creating and sustaining a mutually beneficial relationship between a brand’s Producer and the end Consumer. As a side note, the Brand can be a product, a service, a person, or an organization, while many times the company owning and marketing the Brand is not the actual producer of the product. Regardless, the definitions and concepts explained stay true for all those cases as well.
The benefits for the Producer are usually the revenue and ultimately the profit. The primary benefit for the Consumer is that the brand bought and “consumed” satisfies their needs, ultimately improving their lives. An important secondary benefit for the consumers is the appropriate experience of use itself. In most categories the easier it is to use a brand, the higher the consumer satisfaction.
For this Producer-Consumer relationship to be sustainable, the marketed Brand needs to deliver the promised consumer benefit(s) better and cheaper than the alternative solutions. It also needs to be available in more places and channels than competition. The consistent delivery of the promised benefits is fundamental to build loyalty, trust, and ultimately brand advocacy. For more structured and practical overview, the tools and techniques used in Marketing are grouped into the Marketing Mix.