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, involving numerous stages and entities. As a marketing student, I wanted to fully understand the marketing theory and process, its application, the benefits of marketing, the challenges, and most importantly, the criticisms attributed to marketing. An equal measure of my expectations after the two modules includes related aspects such as customer objectives, competitor objectives, strategic focus and market plan control to the entire marketing process. This essay represents my reflection on the marketing theory and practice modules. As a starting point, my perception that marketing only creates positive perceptions was the main aspect discredited by this study. I initially believed that once the marketing process on a product was finished, customers would always perceive it positively. In this case, I mean that when the branding of the product has been executed in a superior manner, if a high level of universal targeting and advertising has been done, and adequate channels of product positioning and distribution have been made, then the end user should undoubtedly perceive the product in question positively (BUTJE, 2005). My perception changed especially after learning the challenges attributed to the marketing process. If you consider the aspect of failure to disclose complete product information during the advertising and marketing process, it is one of the main causes of consumers' negative perception of the product. One of the fundamental aspects that a consumer considers before expressing a preference for one product over another is complete product information (Product marketing, 2007). T...... half of the document ......nge to green products. List of references (2001). Product marketing and retailing of cosmetics and fragrances. New York, New York, Charleson Pub. Co.].(2007). Marketing of the product. New York, NY, International Thomson Retail Press.BOSTRÖM, M., & KLINTMAN, M. (2008). Eco-standards, product labeling and green consumerism. Houndmills, Basingstoke, Hampshire, Palgrave Macmillan.BURTON, A., BOSNER, P., & ATTNER, R. F. (2005). Product marketing strategy. Dallas, Tex., 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 failures in product marketing: violations of marketing principles and how to avoid them. New York, Quorum Books.MIDGLEY, D. (2007). Innovation and marketing of new products. London, Croom Helm.