Re: How is this measured?
I'd wager from your answer that I know a bit more about what marketing is than you do. Marketing is not "lying to the public by overinflating your sales figures in a way that will be readily spotted and land you in terrible trouble and is completely pointless because you already make cash and profits at truly epic rates and so there is no value greater than the cost in behaving this way".
Marketing is understanding what your customers will really value and then ensuring they are clear about how you are delivering against that. If you want a technical definition, here's one with some input from an HBS marketing prof, too:
"Marketing is the management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called 4P's: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy.
As a philosophy, marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School's emeritus professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs."