Marketing is an ongoing evolution of planning and executing the marketing mix (Product, Price, Place, Promotion often referred to as the 4 Ps) for products, defense forces or ideas to concoct exchange between individuals and organizations.

For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to Synergy Marketing convince a market segment to buy something they don't want is extremely holdup and seldom successful.