The main role of marketing is to encourage the consumption. In order to increase the consumption of a product or service the company has to first of all develop interest in the minds of the consumers to go for the product. This is the context where the modern definition of marketing is applicable. “Marketing is the process of interesting potential customers and clients in products and/or services”. The interest created in the minds of the prospective consumers compels them to go for the product and later increases the consumption to a grater extent. A company has to concentrate on the following four components of marketing mix to encourage the consumption. They are products and services, promotion, distribution and pricing. These are the four sensitive areas that a company has to sensibly deal with while marketing is carried out to increase the consumption. When any one of these areas is not properly regarded it is going to affect a company’s growth as it adversely influences the interest of the customer to consume the product and will result in the decline of overall consumption. The paper under discussion tries to prove that the statement ‘Marketing’s Role is to Encourage Consumption’ is as true now as it was in 1969. The main role of marketing is to encourage the consumption even though it has many other functions. All these functions mutually focus on encouraging consumption and thereby increasing the sales and profit.
A company’s marketing efforts are directed at the objective of encouraging consumption through customer satisfaction and customer relationship. Maintaining a satisfactory relationship with the consumers is necessary to keep the consumers as customers for ever. A good customer relationship is essential for encouraging the volume of consumption. When a company tries to develop customer relationship, the company actually wants to retain the customers as long as possible. A marketing company would go on