Marketing as a Philosophy and as a Technique. Marketing is a way of: -Conceive (philosophy/attitude). It is a way of understanding the exchange relationship. -Execute (technique). At the origin of Marketing there is always an exchange relationship. Understand the exchange relationship as a way of giving a benefit in exchange for effort (money). It's about satisfying consumer needs. Supply Demand It is a set of techniques to study the market, to communicate with the client, such as advertising. The difference between propaganda and advertising is that the former is free and not controllable, so what they leave in our mailbox is not propaganda but advertising. Marketing has been criticized because it is said that it only benefits the company, when in reality it is aimed at benefiting both entrepreneurs and customers. Marketing does not only include sales techniques or advertising techniques, but encompasses both. Does Marketing create needs? It is a problem of defining needs, desires and demand. Marketing identifies and serves demand. Need: feeling (physiological or psychological state) of lack of something common to all human beings regardless of ethnic or cultural factors. Desire: way in which the will to satisfy a need is expressed. Personal, cultural, social, environmental and marketing stimulus aspects come into play. It is a state after the need but there is not always a direct relationship. Demand: express formulation of a desire conditioned by available resources and marketing stimuli. Some needs are prioritized over others. The needs exist and marketing must identify them. It becomes a desire that marketing guides and channels into products. Stimulates demand. It is possible that marketing stimulates a demand not based on a need.