Marketing is the proactive part of any organization. At the broadest level, it is responsible for transforming consumer needs into products and services the firm can profitably offer, and effectively delivering and promoting those offerings to the marketplace.

Marketing's activities are both strategic and tactical. At the strategic level, it bears primary responsibility for determining the product/market choice the firm makes based on analyses of demand, competition, economics, and the firm's unique ability to secure a competitively defensible position in the marketplace. At the tactical level, it plans for and implements such activities as marketing research, distribution, pricing, advertising, and sales promotion, which ensure the day-to-day success of the firm and its offerings in the marketplace.