There are various definitions of marketing, but every one of them stresses the importance of a good relationship with the consumer. The only way the relationship can be high-quality is if the consumer is satisfied with the bought product. Marketing managers have a key role in that process. Every initiation of creating a product, it’s distribution and its sale has to have a marketing plan. Depending on the size of the company, marketing jobs can be done by one or more individuals. If there are more people included they need to cooperate to accomplish the desired end goal, and that goal is the satisfaction of costumers. Needs and wishes of costumers change every day. That’s why cooperation and ideas of marketing managers aren’t enough to satisfy costumers’ needs. They also need to keep track of novelties and trends on the market. The end products that the costumers buy are only a part of a bigger process that starts with the production and ends with the usage of a product. The biggest part of the process is strongly connected to business marketing. Even though business marketing is the dominant part of the entire marketing, it is commonly neglected. Looking at the profit of businesses, every failure in business marketing can lead to considerable losses. It is important to research the market for a high-quality management of a company, a good presentation and distribution of a certain product. Based on the analysis of the market, ideas are made and the product is ready to be placed on the market. Just like in every other company, marketing is of high importance in optical companies. To attract costumers and more importantly to make them long time costumers, every optical company has to be somewhat different from its competitors. They accomplish that with different kinds of advertising and presentations. To be familiar with the market of optical devices a marketing expert has to have knowledge of every segment of the device’s creation which implies the production, distribution, selection and the sale of the device.