What process involves directly communicating with potential customers to identify and meet their needs?

The process of directly communicating with potential customers to identify and meet their needs is best described by the concept of marketing. Marketing encompasses a wide range of activities that involve understanding customer needs and preferences through various forms of communication and engagement. This may include market research, customer feedback, promotional activities, and product development aimed at creating value for the target audience.

While selling is a component of marketing that focuses on persuading customers to purchase a product or service, it does not fully encompass the broader process of understanding and addressing customer needs. Marketing involves not only selling but also ensuring that the right products and services are developed and offered.

Researching relates specifically to gathering information about customers and markets, but it is just one part of the marketing process rather than a comprehensive approach to identifying and meeting customer needs.

Negotiating typically pertains to discussions aimed at reaching an agreement, often in the context of price and terms, rather than the proactive engagement with customers to understand and fulfill their needs.

In summary, marketing is the umbrella term that covers the interaction and processes involved in understanding and meeting customer needs, making it the correct answer.