Marketing is one of the most significant functions in business. It is the regulation required to understand customers' needs and the benefits they seek. Academia does not have one commonly agreed upon description. Even after a better part of a century the dispute continues. In a nutshell it consists of the social and managerial processes by which goods or services and value are exchanged in order to fulfill the needs and wants of individuals or groups. Although many people appear to think that "marketing" and "advertising" are synonymous, they are not. Advertising is simply one of the lots of processes that together constitute marketing.