When a product to the consumer is announced, this announcement can stimulate its consumption for a necessity or a premade use desire already in the mind of the consumer. These necessities and desires can be identified by the marketing, that, according to Kotler and Keller (2006, P. 4), aims at ' ' to know and to understand the customer that the product or service is adjusted it and if sales so well sozinho' '. The same he is described for Shimoyama and Zela (2002, P. 4), that they affirm that the companies ' ' they look for to inquire itself of what its customers desire and offer accurately what they querem' ' , and this it offers is carried through always before its competitors and form differentiating the products, becoming them more attractive its customers.
The authors affirm despite this attitude is responsible for fidelizar customers by means of the satisfaction of desires. So that the actions of marketing are efficient, Kotler and Keller (2006) affirm that it must be used the tools of mix of marketing – the product, sales price, point and promotion, that also are known as 4' Ps. 2.2 Mix de composed Marketing Also called marketing, the mix of marketing consists of the 4 P' s, that, for Wools Houses (2006), is determinative factors of action and marketing strategies to be used for satisfaction of necessities and desires of the consumer. Analyzing the price, Kotler and Keller (2006) they cite that it can suffer variations how much to the market demand or when is vendido in international market, for the distribution and the valuation of taxes that vary of a square for another one. Moreover, the plant price could be increased of costs as of transport, taxes and the profit of the importer, the wholesaler and the storekeeper. Kotler and Keller (2006) still cite that the price has functioned as part-key in the choice of the purchasers, being able to be necessary to adopt a promotion strategy, since whom it is not for drawn out periods, not to devaluate the product.