BUS 620 Week 1 DQ 1 What is Marketing ÿ What is Marketing? Marketing has often been defined in terms of satisfying customers_ needs and wants. Critics, however, maintain that marketing goes beyond that and creates needs and wants that did not exist before. They feel marketers encourage consumers to spend more money than they should on goods and services they do not really need. What is your understanding of the role of marketing and the marketing management process?