The specialists in marketing we use a series of hardware to reach the goals that we have noticed across his combination or miscellany (mix). For it, we can define it as the selective use of the different variables of marketing to reach the managerial targets. It was McCarthy who in the middle of the XXth century, named it the theory of «four pes», since it uses four variables, which initials in English start for "p":

• Product-> Product
• It pleases-> Distribution - Sale
• Promotion-> Promotion
• Price-> I Boast

On the combination and classification of these four variables in the commercial decision some authors make to turn any strategy of the marketing inside the company. According to our criterion there exist other variables that also mark the activity of the marketing inside the company. Let's think a moment until point can change the fixation of the price of a product, if there are had in consideration the studies and analysis of the competition, the type of existing market and enclosed the same socioeconomic environment; therefore, we can affirm that the success of a company will be given by the perfect knowledge and analysis of the different elements of the marketing that affect in his activity, and that across the starting of the marketing plan they will reach the pronounced targets.

Nevertheless, the evolution of the market has done that of also we spend so called masses marketing to the relational marketing or «four ces», where the future buyer is the center of attention of all the actions of marketing, as it is the tendency in the XXIst century.

Graph 2. Evolution of the marketing