In the past, marketing played a minor role in the concrete industry. Now, marketing is becoming more of a major issue to a lot of companies. Marketing is the science of matching your production capabilities to a market's need, and then promoting your product to that market. In order for marketing to be successful, your company must tailor itself to the market, and not attempt to do the opposite. To achieve a successful business relationship with your market, you must know two things: What is special about your product, and what the market wants. The key to marketing is manipulating the features of your product to the desires of the market, and then letting that market know that the product is needed, and available.