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营销是由菲利普的科特勒的定义是一个社会和管理过程中，个人和团体获得他们所需要的，通过创造和交换产品和价值。根据科特勒营销是所有关于理解的需要，要和客户的需求。
1957年提出定义营销为消费者和公司之间的交换过程的概念。但就这个定义而言，它是非常基本的水平，它不提供任何有关产品或服务之前发生的营销方面的想法。简言之，它不涉及消费者和公司在商品或服务交换前的行为。
成功的市场营销不是一个简单的过程，而是一个复杂的过程，其中包括市场和消费者行为的关键和深入的分析。在营销第三版3页作家指出的原则，营销事实上，涉及面非常广泛的一种必不可少的经营活动，给你带来你想要的产品，当你需要他们，但你可以负担得起的价格，和所有你需要的信息，作出明智的和令人满意的消费选择。

Marketing as defined by Philip's Kotler is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Principles of Marketing, pg. 10). According to Kotler marketing is all about understating the needs, wants and demands of the customers.

In 1957 Alderson defined the concept of marketing as an exchange process between consumer and company (Principles of Marketing, 3rd edition, pg.5). But as far as this definition is concerned it is at very basic level and it does not give any idea related to those aspects of marketing that occur before products or services. In short it does not give a reference to the behavior of consumer and company before exchange of goods or services.

Successful marketing is not a simple process rather it is a complex process that contains critical and in depth analysis of both the market forces and consumer behavior. In Principles of Marketing 3rd edition pg. 3 writers states that, marketing in fact, covers a very wide range of absolutely essential business activities that bring you the products you do want, when you want them, but at prices you can afford, and with all the information you need to make informed and satisfying consumer choices.

Following are some of the critical marketing concepts that are necessary to understand before evaluating and analyzing the marketing activities of firm within an industry.

· Needs, Wants and Demands

· Simple Marketing System

· Marketing Mix (4 P's)

Needs, Wants and Demands
Kotler describes human need as a state of felt deprivation (Principles of Marketing 2nd edition, pg. 10). Humans have many different needs. These includes basic physical needs like food, clothes etc. Kotler defines that these needs are not invented by the marketers. The product/services should be designed keeping in the needs of the market in mind. That service/product should be able to fulfill the need of the consumer.

Want is the form that a human need takes as shaped by culture and individual personality (Principles of Marketing 2nd edition, pg. 10). A need can be fulfilled by different means. For instance the basic need is food. To fulfill that need a person may eat burger, salad, fires etc. So these are related to the cultural exposure and personalities of the individuals.

When the human wants are backed by the buying power then they become demands. Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. (Principles of Marketing 2nd edition, pg. 10)

Simple Marketing System
Kotler's model gives a clear view of exchange between consumers and companies. This model shows the delivery of goods and services in return of money (Principles of Marketing 2nd edition, pg. 10).

Information and communication exchange between the buyers and sellers is the key part of successful marketing. If a Brand or a product is communicated to the c