The document defines marketing as the process of creating, communicating, delivering, and exchanging offerings that provide value for customers, partners, and society. It notes that marketing is not just advertising or selling. It then discusses how marketing creates value for consumers by focusing on solutions rather than products and maximizing the benefit-cost for consumers. Finally, it explains that everyone in a business, including accountants, finance managers, operations, IT, and R&D, plays a role in marketing by helping to create and deliver value to customers.