3.1.1—Marketing role

Marketing identifies customer needs, designs value propositions and communicates or delivers them. It is broader than promotion because it influences product, price, place and relationships.

Effective marketing links research to a target segment and a business objective. It can build demand, differentiate an offer and inform innovation, but it cannot create value customers do not want.

A refillable bottle brand may use customer evidence to change the design, price it for a defined segment and choose channels that make reuse convenient.

Marketing is not simply advertising, and high awareness does not prove profitable demand.