However, theoretically basic characteristicses that must have the department of market must be: The manager or owner of the area, must mainly take into account all the aspects of the internal surroundings (capacity of production, product availability and consumptions) and external (socio-economic conditions of the population to which it wishes to sell his products, the competition, opportunities of new markets). The trade department is the one in charge of guarding by the satisfaction of its clients, that is to say, to detect them, to realise the agreement product the required specifications and to reinforce them frequently, because the requirements and preferences can vary with facility and the companies must be proactive and to make sure to cover them in spite of the changes. To take advantage of the technological tools (Internet, TV cables) to visualize the behavior of its consumers and clients, as well as the one of its competition. These also allow, to detect emptinesses in potential markets at national or international level. These, are useful also to extend sales and markets, through vestibules, facilitating product exhibitions, publicities, falling human resources dedicated to the direct attention of the client, among others, since they have major facility of access to a great number of people.
To position in the market the mark, which assures that any product sent with renewed characteristics, will attract the attention of the present and potential clients, only due to belonging to a product family with well-known reputation or. To predict on the basis of exigencies of the market and to go ahead to the competition, with innovating products. It is difficult for the Venezuelan organizations, indicates Jaramillo, to carry out the described functions previously, but even though the economic and social difficulties by which it crosses the country, does not have to never forget that its main function and mission must be the satisfaction of the needs, requirements and preferences of its clients..