Marketing corresponds to the function responsible for aligning products and services to customer needs, generating value and positioning for a particular brand.
Through a set of techniques and market tactics, the marketing department's role is to assist in the growth and expansion of a company. The marketing objectives are to identify the customer, their needs and desires, through strategies that generate value through their products and benefits.
Therefore, it is through marketing efforts that an organization's products and services will be aligned with consumer needs, creating competitiveness and positioning for an organization.
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