If we were sitting about a desk to manufacturers, consumers and distributors, we would obtain of them an unanimous opinion: the market is evolving very quickly as a consequence of pronounced and deep change in the behavior of the different protagonists who affect on the market and his environment:

• The manufacturers. The ancient power of the manufacturer has been diluted and faces serious challenges that raise the globalization, the technological advances, the competition, the power of the distribution and, why not, the absence of fidelización of the client.
• The consumers. The consumer is every more demanding day, since, on having been more formed and informed, it demands products and services with the maximum quality, better price and major extra cost. For it to make it faithful has turned into the Home target of the companies and it is there where the concept of «market share« has passed to the Anglo-Saxon concept share of costumer (client's quota).
• The distributors. Competition, concentration of markets, globalization and diversification towards new formats and channels, as well as the rapid advance of the new technologies and electronic commerce, shape the big challenges which the distribution faces both in our country and in the rest of the world.

But to try to give valid answers to the multitude of questions that have appeared, it is convenient to penetrate into the concept of «market«, but always from a commercial optics, referring to the product and place where there takes place the exchange and the deals between the demand and the offer. Therefore, we can indicate that the market exists when they give themselves appointment in him the following elements:

• Products and/or services.
• An offer in major or minor measurement.
• A real demand or with probabilities of being created.
• The context or environment where to develop.
• The commercial forces or intermediaries.