The paper will discuss the concept and definition of marketing, its goals and role, and the relation with the offer for successful business. The competitive environment and the increasingly educated and demanding users require an adjustment of the products and offers. Personalized attention and customization of the offer to the needs of clients allows for a long-term relationship built on trust with customer base while also attracting new ones.. Through market research, getting to know competitors, consumers, the environment and determining its own position, the company is able to offer a quality product or service, determine the price, distribution channel and method of advertising. It will enable the company to set prices competitively and allow them to respond to rival marketing campaigns with its own initiatives. Sales and marketing are closely linked branches and cooperation is the foundation of a company's successful business strategy. Customer loyalty and demand are enhanced by satisfying customer needs, providing after-sales activities, providing unique design, availability, and attractive advertising. The paper will point out the important role of marketing in the company, the process of creating an offer, and will be presented through the results obtained by research through a survey in independent development. The survey will be conducted on participants of different age groups in order to obtain information about their wishes and needs, before, during and after the purchase of products and / or services.