The role of marketing as a business concept and business function in the modern market conditions of the agribusiness operating is of crucial importance for the firm's success and development. In that aim the management should consider the market, its segmentation and needs of the target market and to adapt its offer to the market request. However, the firm should not just be adapted to the market requests, but should develop the market through its development projects and to adapt it to its own capabilities in the long run. Those alternatives as well as some others were presented and analyzed by the authors on the PKB Corporation background.