Marketing is a business term that experts have defined in dozens of different ways. In fact, even at company level people may perceive the term differently. Basically, it is a management process through which products and services move from concept to the customer. It includes identification of a product, determining demand, deciding on its price, and selecting distribution channels. It also includes developing and implementing a promotional strategy.

“Marketing is the organization of the sale of a product, for example, deciding on its price, the areas it should be supplied to, and how it should be advertised.”

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

A customer is a person or company that receives, consumes, or buys a product or service and can choose between different goods and suppliers. The main goal of all commercial enterprises is to attract customers or clients and make them purchase what they have on sale. They also try to encourage them to keep coming back. At the core of marketing is having a good understanding of what the customer needs and values.

We often refer to customers who have a relationship with the supplier as clients.  Also, people who hire the services of a professional are clients, not customers. For example, a lawyer has clients.

When a customer buys something, the seller immediately focuses on the next one. However, with a client, the aim is to cultivate the relationship.