This work have for porpose to show the changeable character of markets and constantly weakening of market boundaries, which will amplify the intensity of competition between companies. The practice shows that many companies do not have a balanced relationship between the target markets (market orientation) and internal capabilities. Therefore, understanding the balance of internal marketing goals and possibilities of the company, imposed as an aspiration that can be realized only by adequate combination holistic marketing elements and basic economic principles and delivering to consumers expected value and simultaneously achieving the business goals.