Introduction

The function of marketing is considered to be one of the most important administrative functions for any organization and determinant to its success. The ability of any organization to produce the commodities and providing services is always limited unless associated by effective marketing efforts that would help pinpoint the needs of the consumer and an increase of sales and profitability to which the organization strives to achieve; since the companies today is faced with a feverish competition and the strongest company is the one that would be able to identify the needs and wants of the customers, and provide them with the products that would earn them the highest possible satisfaction.

This was associated with a shift of focus on the marketing activity from being a tool that makes available the commodities in the different markets and prompting the consumer to purchase to an activity and a philosophy that strive to satisfy the needs of the consumer through studying their behavior and purchasing drives, planning the products that satisfy such needs and providing them at the appropriate price and appropriate time. As such, projects are not faced with much technical nor productive problem as the marketing one, which makes it imperative on the organization to first scan the market before debuting any activity, plus analyzing its givings for taking the appropriate decision taking account of the consumer’s needs and wants.

All such factors have led to a mounting interest in the marketing practices at the level of the organizations in order to guarantee the realization of its goals as to the customer service and the goals relating to the profitability.