Marketing is also known as a concept which companies use to raise awareness of their particular product or service in a specific region (also known as a market).Companies seek to keep lifetime relationships with their customers as it would increase the profitability of the company and for a further reason of the benefits involved in retaining existing customers rather than attracting new ones. Marketing is also known as a concept which companies use to raise awareness of their particular product or service in a specific region (also known as a market).Companies seek to keep lifetime relationships with their customers as it would increase the profitability of the company and for a further reason of the benefits involved in retaining existing customers rather than attracting new ones. Marketing is seen as a key to the success of any business, as it is the way of understanding both its customers and the market within which it operates. This enables an effective positioning of a product or service which satisfy its customers. Therefore the basic concept of marketing in an organisation is to survive and prosper through meeting the needs of customers.