Although making a profit is a role of a business, it is only a way of measuring the success of a company in supplying what customers need and want. These might be the physical needs to overcome hunger and thirst of find warmth and shelter. Customers also have other needs and wants such as the desire to be accepted by family, friends, neighbours and society generally.
Consequently, marketing is used to fulfil customers' demands, while specific aspects such as selling, sales promotion, advertising, direct marketing and public relations inform the customers that the company has products and services that fulfil these needs and wants.
Today, the factory makes the market wants rather than pursuing the old concept of marketing, which was selling what the company produces by dressing it up in advertising and packaging.
