It is possible to identify that the definitions of the marketing are based on concepts central offices, such as: necessity, desires and demands; products and services; value, satisfaction and quality; exchange, transactions and relationships and market, as the figure to follow 1.1. Figure 1.1? Main concepts of marketing Source: Adapted of Kotler and Armstrong (2003, P. 4). 1.1.2EVOLUO OF the MARKETING the Marketing appeared in years 50 in U.S.A. in virtue of the necessity of if studying the market. In accordance with Limeira (2006, P.
2), ' ' the marketing in its modern concept, appeared in the postwar period, when the advance of industrialization in the world, incited the competition between the companies and the dispute for the new markets brought desafios' '. In the decade of 60, Theodore Levitt (considered the father of the marketing) divulged an article, ' ' The Myopia of the Marketing' ' , where if it portraied to series of errors of perceptions, inquiring the importance of satisfaction of the customers. The idea of vender to any cost already was not most adequate and yes to create bonds with the consumers. The world of the marketing started to bubble, scientific articles had been written, done research and data statistical excellent tracings. The deficient strategies of ' had been broken up; ' achismo' ' saw it necessity of a serious study on the market. In years 70, they had been distinguished the fact to appear departments and directions of marketing in all the great companies. A good idea was not treated more than, more yes of the necessity of survival in the market.
The contribution of the marketing was so well-known in the enterprise way that had soon started to be adopted in other sectors of activities human beings. Example: civil government, churches, organizations and etc. In middle of the decade of 80, with the workmanship ' ' In search of the Excelncia' ' of Tone Peters and Bob Waterman, the time of gurus of the marketing was inaugurated.