Marketing composition According to Jerome McCarthy. Basicmarketing (1960) and deals with the set of point of interests for which the organizations must this intent one, if desires to pursue its objectives of Marketing. The composition is divided in four sections that are; – product of the English product – price of the Prince English – local of the English promotion Yield of allocation of resources is not enough to satisfy the consumers, if this will be made in a lucrative way. The marketing strategy must, therefore, to identify, to attract and to keep the income-producing customer. That is, those that generate a prescription flow that exceeds the flow of cost of being to attract vendem and serviz it. Cycle of life of the product of services the cycle of life of a product or service indicates possibility of the growth of the consuming market and also it indicates action principles that can be followed in the planejamentos of the marketing. Principles of marketing According to Hooley, Saunders Piercy (2001) the principles that serve to guide the concept in such a way as action of Marketing are; – the customer is the center of everything: from the recognition on that the survival of a company depends on the satisfaction of the customer, to search the best form to take care of it; – the customers do not buy products: they buy what the products make for they, that is, the customers are interested in the benefits that they get by means of the purchase, use or consumption of good of services; – the Marketing is very important to be left the position only of the department of Marketing: the Marketing is a task of all in the organizations. The actions of all can have an impact on the final customers and its satisfaction? second (Hooley; Saunders; Piercy, 2001, P. 24); – the markets are heterogeneous: the market is divided in different customers, specific niches, distinct segments.