1. INTRODUCTION
It is clear that the main mission of a veterinary medicine project is focused on animal health and welfare, so they are the ones that receive the services and products (baths and food, for example). Therefore they can be considered consumers of the clinic, although they have no power to choose a clinic. Who has the power of decision and really elect the medicinal veterinary clinic are their owners, and they are considered the customers of the organization. That is why, from the enterprise aspect, the company needs to be profitable, to survive and grow, so new services can be offered to add value, satisfying both consumers and customers. Gordon (1998) classifies customers into categories, the "Prospects" people identified within the general population and whose profile matches the target audience of the organization but which are not yet buyers of their services, and the "Defenders", which are very committed and loyal to the organization, and spontaneously diffuse the brand. It is the marketing manager´s role to adopt marketing strategies so the target segment passes from one category to another.
