Index1. Introduction................................................. ......................................2Nature of marketing and its role within companies. ....................32. Theories of motivation................................................................ .... ..............4-9Consumer purchasing behavior. .................................................. .. .....4-93. Conclusion................................................. ......................................104. References........................................................ ... ...................................11IntroductionMarketing encompasses a wide range of domains that are deemed significant. The main purpose of a marketer is to market a product. Furthermore, the marketer must advertise and sustain a product in the market among its competitors. Furthermore, the study indicates consumers' intentions to purchase or not purchase certain products. Additionally, it represents theories about motivation and what is believed to influence customers. Basically, marketers need to consider various psychological factors before launching a product. Before establishing a market, products are subjected to various analyses, various motivational theories (Maslow's hierarchy of needs, trio of needs), cognitive learning theory, customer perceptions, consumer purchasing behavior, moments of truth, customer relationship groups, external and internal factors, advertising, promotions, sales and other tools that make a difference in the minds of customers. The nature of marketing__________________________________________Definition of marketing: The marketing process determines the analysis and influence of the business market. The modern marketing concept could be called...... half of the paper. .....17.3. Bryman, A. (1988), Quantity and quality in social research, Routledge, London, .4. Harckham, A. (1989), "The Changing US Consumer", in Harckham, A. (ed.), Packaging Strategy, Technomic Publishing Company, Lancaster, Pennsylvania, .5. Judd, D., Aalders, B., Melis, T. (1989), The Silent Salesman: Primer on Design, Production and Marketing of Finished Package Goods, Continental Press, Singapore, .6. Olson, J.C. (1977), "Price as an Information Signal: Effects in Product Evaluation", in Woodside, A., Sheth, J., Bennett, P. (eds.), Consumer and Industrial Buying Behavior, North- Holland, New York, New York, pp.267-86.7. Pine, J.B., Gilmore, J.H. (1998), "Welcome to the experience economy", Harvard Business Review, Vol. 76 n. 4, pp. 97-106.8. Vargo, S.L., Lusch, R.F. (2004), "The evolution toward a new dominant logic for marketing", Journal of Marketing, Vol. 68 N. January, pp.1-17.