Marketing invloves the anticipation of demand, the management of demand and the satisfying of demand. In today's market, supply generally exceeds demand. This requires you to focus on customer needs, to add value while you make a profit. Competing on the basis of cost alone will not satisfy the customer's need for genuine value and will probability impinge on your ability to make a profit. If you don't make a profit, you will not be able to satisfy the customer's needs year in and year out.

       You must identify your target market and provide a differential advantage in order for your customers to choose your product. Your marketing mix will consist of your product, distribution, promotion and price. You will be able to monitor, evaluate and control some factors that affect your marketing performance. There will be other factors beyond your control - consumer choice, actions by the competition and government, as well as, factors within the economy, technology and media.