Marketing involves satisfying customer needs through an exchange process. It helps organizations promote existing and new products to increase sales and meet customer demands. The key aspects of marketing are creating and satisfying customers at a profit by exchanging products and value. An effective marketing strategy involves analyzing customers, competitors, context, and collaborators, then segmenting, targeting, and positioning the market. The main tactics are the 4Ps - ensuring the right product at the right price available in the right place, using the right promotion.