Marketing and its application is a fundamental process in any organization seeking to open a market for a new or existing product. Marketing is a complex process that has many steps and entities. As a marketing student, I wanted to have a good understanding of the theory and process of marketing, its application, the benefits of marketing, the challenges, and most importantly, the criticisms attributed to marketing. My expectations after both modules include related aspects such as customer objectives, competitor objectives, strategic direction and control of the market plan to the entire marketing process. This essay represents my thoughts on the Marketing Theory and Practice modules. As a starting point, my perception that marketing only creates a positive perception was the main aspect discredited by this study. Initially, I thought that when the marketing process of a product was completed, customers would still perceive it positively. In this case, I imply that when the branding of the product has been carried out in a superior manner, a high level of targeted and universal advertising has been achieved and appropriate channels of positioning and distribution of the product have been been implemented, then the end user should undoubtedly perceive the product in question. positively (BUTJE, 2005). My perception particularly changed after learning about the challenges attributed to the marketing process. When considering the aspect of non-disclosure of complete product information during the advertising and marketing process, it is one of the major causes of negative consumer perception of the product. One of the fundamental aspects that a consumer considers before preferring one product over another is complete product information (Product marketing, 2007). T...... middle of paper ......nge to green products. List of references (2001). Product marketing and retailing of cosmetics and perfumes. New York, New York, Charleson Pub. Co.].(2007). Marketing of products. New York, NY, International Thomson Retail Press. BOSTRÖM, M. and KLINTMAN, M. (2008). Economizers, product labeling and green consumerism. Houndmills, Basingstoke, Hampshire, Palgrave Macmillan. BURTON, A., BOSNER, P. and ATTNER, RF (2005). Product marketing strategy. Dallas, Texas, The District. BUTJE, M. (2005). Product marketing for technology companies. Amsterdam, Elsevier Butterworth-HeinemannFRIENDS OF THE EARTH. (2000). Green consumerism. London, Friends of the Earth. HENDON, DW (2009). Classic Product Marketing Failures: Violations of Marketing Principles and How to Avoid Them. New York, Quorum Books. MIDGLEY, D. (2007). Innovation and commercialization of new products. London, Croom Helm.