Marketing involves more than just activities performed by a group of people in a defined area or department. In the often-quoted words of David Packard, co-founder of Hewlett-Packard, “Marketing is too important to be left only to the marketing department.” Marketing entails processes that focus on delivering value and benefits to customers, not just selling goods, services, and/or ideas. It uses communication, distribution, and pricing strategies to provide customers and other stakeholders with the goods, services, ideas, values, and benefits they desire when and where they want them. It involves building long-term, mutually rewarding relationships when these benefit all parties concerned. Marketing also entails an understanding that organizations have many connected stakeholder

市场营销不仅仅是由一群人在一个特定的区域或部门进行的活动。用惠普（Hewlett-Packard）联合创始人大卫•帕卡德（David Packard）经常引用的一句话：“营销太重要了，不能只留给市场营销部门。”市场营销需要专注于为客户提供价值和利益的过程，而不仅仅是销售商品、服务和/或创意。它使用沟通、分销和定价策略，为客户和其他利益相关者提供他们想要的商品、服务、想法、价值观和利益。它涉及到建立长期的、互惠互利的关系，只要这些关系使有关各方受益。市场营销还需要了解组织有许多相关的利益相关者