People need food, air, water, clothing, and housing. They have wants - strong desires for particular versions of brands, beverages, food, education, recreation, and services. According to Sarah White (2012), “People in a market economy become consumers when they are driven to fulfill their needs and desires through exchanges” (p.11). Today there are all kinds of exchanges. The internet, for example, has created a fast-paced, ever-changing global marketplace. Companies today are global, aggressive in seeking opportunities, and they are highly competitive.