The field of marketing covers a broad range of activities. Its purpose is to communicate the existence, purpose and value of a product or service to a target group to encourage them to buy it. Goods and services are marketed to specific groups, and the marketing of those products is designed so that the groups find them particularly appealing. Companies and even non-profit organisations may have a marketing department dedicated to marketing that company or organisation’s products, services, or initiatives. Marketing can encompass everything from product design to promotional ad campaigns.