• Marketing is the process of getting potential customers or customers interested in the products and / or services of a company. Marketing involves researching, promoting, selling and distributing your products or services. It focuses on the study of market and consumer behavior and analyzes the commercial management of companies to attract, acquire and retain customers by satisfying their wishes and needs.

• The marketing bases are established in called 4 P's (product, point of sale, promotion and price). The product and distribution are long-term strategic instruments, since they cannot be modified immediately, and their use must be conveniently planned.

• Price and promotion are tactical instruments, since they can be modified easily and quickly.

The product can be tangible and intangible; that is, the product can be manufactured to be used. They are physical products, they would be tangible. The seconds would be intangible that is related to services.

• The point of sale is the channels through which products are sold to the public in the business market.

• The price is the amount of money charged for a product or service, or the sum of the values that consumers give in exchange for the benefits of having or using the good or service. The price is the only one of the marketing elements that produces profits, the rest produces expenses.

• We can define the promotion as the communication between the company and the client. Without communication the client will not know the product and will not be able to acquire it. The promotion includes advertising, public relations, sales promotion, etc.