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Marketing is not just opening up a business on or offline, advertising it and selling to people. Ask a business owner/manager if they have a marketing plan to follow and many will tell you they have a Yellow Pages ad or run a few ads in local newspapers or publications relevant to their business.
McDonald's and Coca Cola did not become giants just by luck and a few clever ads. They chose to implement strategic marketing principles. Companies of this size invest millions of dollars into marketing strategies and advice from marketing consultants, and implement the plans.