Marketing has been defined as the process of matching organization's resources with customer needs. The result of this process is a product. The need,therefor , for the organization to remain by dynamic is obvious because the product is the only key to the organization's solvency and profitability. No matter how else the organization runs itself cost-effectively and sensible,if the product is not selling well then the money simply will not be coming in. Company and consumer are interdependent.