Marketing places the consumer in the center of things. The process of buying, consuming and registering the whole experience needs to be seen from the angle of the consumer. This consumption behavior can be understood at various levels of depth. Unless deliberate efforts are made to understand the dynamics of consumer behavior, marketers fall into the trap of “I know it all”.

As the situations in the market place become more complex, the Marketing managers have to take decisions carefully, for which they must make intelligent use of information. As aids to decision-making, the field of Management has known and used quantitative techniques to bring clarity and precision and reduce the risk of decisions going wrong.

Sales Management forms the core of marketing practice and hence every student of marketing must possess a sound understanding of its scope and functions. A good salesperson does not necessarily become an effective Sales Manager. It is essential to know the critical factors involved in managing the sales effort.

With Globalization, businesses everywhere are looking at markets worldwide and are also becoming alert to competition from outside the country. The emphasis has shifted from exporting to International Marketing, signifying the desire to create and sustain brands and products rather than simply to supply goods to overseas buyers. Understanding the crucial differences has become essential for marketing professionals.

The risks associated with marketing decisions have increased with competition and a fast-changing market. Similarly, successes in Marketing have become short-lived. To keep up with the times means to be in touch with changes, which are visible and also subtle at times. Marketers need to find out what is happening in the market place and in the minds of the customers, if they are not to take the market for granted.

Marketers act on today have come under scrutiny, because of certain undesirable tendencies, which seem to arise in the wake of increasing degree of competition and media power. Protecting the interests of disorganized customers against the might of corporations has become a concern of the State, despite competition and the talk of customer orientation. Legislation is the response to lay down boundaries within which the corporation-customer interactions can take place in a regulated manner. It has become necessary for marketers to know the boundaries within which they have the autonomy.