The idea that the majority can have, is that big companies control the market forces, but this is not necessarily true. Small businesses also play an important role in controlling the dynamics of the market, and prices. But the factor that greatly influences market trends are the needs of customers.

To improve business performance there is a need to implement marketing strategies that address and meet the needs of customers. Communication has played an important role in informing customers and therefore gives them the power to determine the quality of the product or service. Studies have shown that countries that have restrictions regarding the quality of communication products are low.

States that permit the free flow of communication was found to significantly lower prices of products and services. In addition, restrictions on the transmission of information have resulted in customers not knowing the right price for certain products such as prescription drugs. Therefore, when purchasing a prescription customers are forced to accept the quoted price.

Some products have proven to be harmful to people and the environment, and for these reasons it is essential to have an informed customer. Before customers were ignorant of the fact that some products are harmful to the environment, to the environmentalists have these side effects for attention and customers therefore bringing the products they were using.

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