Index1. Introduction................................................. ..................................2Nature of marketing and its role within the company . .................32. Theories of motivation............................................. .................. .................4-9Consumer purchasing behavior. .................................................. ................ .....4-93. Conclusion................................................. .................................104. References.................................................. ............... ................................... ...11IntroductionMarketing includes a wide range of areas that are considered significant. The main goal of a marketer is to market a product. Additionally, the marketer must advertise and maintain a product in a market among its competitors. Additionally, the study indicates consumers' intentions to purchase or not purchase certain products. Additionally, it represents the theories of motivation and what to consider to influence customers. Basically, marketers need to consider various psychological factors before launching a product. Before establishing a market, products undergo different analyses, various motivation theories (Maslow's hierarchy of needs, trio of needs), cognitive learning theory, customer perceptions, consumer purchasing behavior, moments of truth , customer relations groups, external and internal factors, advertisements, 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. .....17.3. Bryman, A. (1988), Quantity and Quality in Social Research, Routledge, London, .4. Harckham, A. (1989), "The Changing US consumer", in Harckham, A. (Eds), Packaging Strategy, Technomic Publishing Company, Lancaster, PA, .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, JC (1977), "Price as an element of information: effects on 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, JB, Gilmore, JH (1998), “Welcome to the experience economy”, Harvard Business Review, Vol. 76 n°4, pp.97-106.8. Vargo, SL, Lusch, RF (2004), “Evolution towards a new dominant logic for marketing”, Journal of Marketing, Vol. 68 no. January, pp.1-17.