The management process responsible for getting the right product / service to customers at the right price, in the right place, at the right time; involves identifying, anticipating and satisfying customer requirements. It is not just about advertising, selling and distribution, but concerns a much broader range of activities. Marketing is the most co-ordinating and integrating process within a firm. It looks at the business and its activities through the eyes of customers. The information collected on customers and the external business environment (through market research) is communicated throughout the other functional areas. Researching customers and competitors to identify improvements forms a large part of the marketing process, as does building good relations with customers to establish sales and encourage loyalty.