Marketing is an universal economic activity, which is present in every human society. Its activity transcends geographic, political divisions and serves markets wherever they exist.
The Chartered Institute of Marketing defines marketing as "Management process responsible for identifying, anticipating and satisfying customer requirement and profitably." (Doole Isobel and Lowe Robin, International Marketing Strategy, Second Edition 1999) The above definition says that marketing is a process which involves, focusing on the needs and wants of customers, identifying the best methods of satisfying wants and needs and orienting the company towards the process of providing satisfaction.
Marketing is the framework for comparing relationships between marketing and its environment in two or more countries. Marketing opportunities are not limited within the boundaries or country borders, as it exchanges across boundaries, which requires the desire and ability to interpret an unfamiliar environment for those opportunities.
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