Definition of Marketing. Creative and planned attitude of the company aimed at satisfying the needs of customers and the final consumer based on the available means in order to obtain mutual benefit. •Creative attitude: throughout all marketing processes there is always a very important creative component. *Planned: has a lot of planning and logic. *Aimed at satisfying consumer needs from scarce resources. ° Social process aimed at satisfying the needs and desires of people and organizations for the creation and voluntary and competitive exchange of utility-generating products and services. • Peter F. Drucker (1975). "Make what you can sell, rather than try to sell what you can make." He means that you first have to know the needs of the consumer before trying to carry out undesirable practices that do not work • Levitt (1975). "Selling is oriented towards the needs of the seller, marketing towards those of the buyer. Sales is concemed with the need to convert its product into liquid money, marketing with the satisfaction of the buyer's needs and everything that is associated with its creation, its delivery and finally its consumption" Wild Marketing. -Offer of defective products. -The use of fraudulent practices: prices and commissions (a sea of losses in an ocean of profits). -Fictitious differentiation strategies. -Exaggeration in advertising of the attributes of a product. Marketing Activities. • Identify the set of current and potential clients. • Discover what customers want and classify them according to their preferences. • Select the customer groups that emerged from the previous classifications. Determines the characteristics that the product we are going to manufacture must have. -Makes our goods and services available to customers.