In this paper, the aspects that contribute to generating the competitive advantage for the Moldovan companies have been carefully analyzed. One of these aspects is the marketing activity, which, under current conditions, becomes a necessity for those companies that claim to be competitive. Thus, in the context of intensifying the competition, there is a need for the companies to stand out, in order to attract customers. Marketing emerges as a lever that helps businesses in their competitive struggle. The research methodology has focused on the use of the following methods: analysis, synthesis, induction, deduction, abduction, qualitative research.