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Marketing is the process which helps to identify the strengths and weaknesses of an organizations, it also helps a firm to anticipate its future risks and opportunities , it also helps them to satisfy customer needs and wants by targeting their customers and segmenting the market correctly. The marketing department of a firm uses many techniques such as marketing mix , SWOT analysis , PEST analysis, marketing audit; integrated marketing; environmental analysis; marketing objectives; constraints; options; plans to include target markets. And marketing mix; scope of marketing environmental scanning and many other. This techniques helps firm to set their objectives Cleary ,it helps to make their decisions more accurate and it also helps them to be more productive and efficient in their work.The definition of philip kotler fits for this firm perfectly because being in service industry is all about satisfying the needs and demands of the customers.


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