Marketing is important to all organisations. An organisation may have what they believe to be an excellent product or service, but if that product or service does not meet the needs of the customer by offering value at the right time, in the right place and at the right price, it will no doubt fail. In order to avoid failure and to market successfully it is necessary to research the target audience appropriately and then, with a full understanding of their needs, design a product or service that successfully meets those needs and expectations. This will result in a satisfied customer and a successful business.