Abstract
Marketing is the main tool used to develop terms of trade (wish x need) aimed at meeting these needs (demands) of the satisfaction of consumers. Marketing is a two-way process, as it is a philosophy of life for consumers and for the market / community in which it appears. The exchange ratio (sale x purchase) is mutual, because the consumer is a key role of agent in the social, economic, environmental and cultural environment in which he lives and organizations that produce goods and services are the supporting actors of this reality that should pay a benefit and assistance to the society that they live.