Marketing is the process by which products and services are created, communicated and delivered. That process may be a simple barter, where one product is traded for another. Alternatively, the marketing process may be a series of interactions involving an intricate and complex system of suppliers; intermediaries, such as wholesalers and retailers; advertising agencies and financial institutions; marketing researchers and customers. The aim of marketing is to acquire, retain and satisfy customers. Marketing research is used to fine-tune and tailor marketing offerings. Since business is so competitive, companies see marketing as even anticipating the needs and desires of consumers. In order to understand those needs and desires, modern marketing makes sophisticated use of information and tests in the social sciences, psychology, statistics and even neuroscience.