Strategic marketing nothing has to do with the divinatory art and of improvisation, but, on the contrary, it is fruit of the logic, the method and the effort. It does not try to determine the future, but to provide work tools to manage it. It does not eliminate the uncertainties, but aid to reduce them and to coexist with them, positioning to the company in a highly competitive situation. Therefore, and starting off of a generic definition of marketing, we observed that at least one series of variables converges that occur in all market economy:

• Product. He is all that one or material or immaterial one that put in the market comes to satisfy the necessity with a certain client. To or the material one product and to the immaterial service is denominated to him, for that reason the main differentiating characteristic is the tangibility of or at issue one.
• Market. Although it is approached much more widely in a later chapter, in principle we defined the market like the physical or virtual place where they concur buying and selling to realize a transaction. The complexity of target potential, as well as Internet, one has segmented of such form the market until arriving at the end of one to.
• Necessity. So clucked question that if marketing creates or not them needs it is not obstacle so that this one is an important basic variable of marketing, being able to define it as the sensation of physical, physiological or psychological deficiency common all the people who conform the market.
• Perception. Considered as a voluntary act subsequent to the necessity we can define, it as the form in which the person indicates the will to satisfy the mentioned necessity, logically the social, cultural and environmental factors are those that mark the stimuli of marketing for their attainment.
• Demand. Number of people interested in a certain product, service or marks. The activity developed by the marketing department will have to go directed to adapt the limitless necessity that as well as possible it in front exists in the market the limited resources which it has the consumer.
• Supply. It is the set of goods or services that are oriented to satisfy the demand detected in the market, it is generally sufficiently cover by the companies.