Marketing is about attending to people’s needs and wants. Thus, it must look at the reasoning people have behind their purchasing choices, i.e. the price range or quality they gravitate towards. In order to make a profit, a business must strive to successfully and efficiently meet the needs and wants of customers.

The marketing department usually has four generic goals: ensuring that the right product is in supply, setting the right price, distributing to the right places and developing effective promotional methods.