This document discusses the concept and role of marketing in the 21st century, including its importance in satisfying customer needs and building lasting relationships. It also explores the various roles and responsibilities in marketing, as well as the competencies required for success. Additionally, it examines how the marketing function works and interacts with other departments in the supermarket. The document further discusses the external influences on marketing activities, such as political, economic, social, technological, environmental, and legal factors. It also covers the internal influences on marketing activities, including the company's goals, finance, human resources, operational problems, and business culture.