Historically, marketing has been viewed as the performance of business activities that follow the flow of goods and services from a producer or manufacturer to the consumer and/or user. This understanding of marketing was focused primarily around distribution. Today, however, marketing has become much, much more. Marketing is more than just selling or displaying goods.

To the new franchisee, marketing is involved with those business activities that: 

(1) identify target markets,

(2) determine target market potential, and

(3) provide a bundle of satisfaction through goods or services to those markets. Marketing is the result of synergy.

While investigation and analyzing franchising opportunities, it is important to look at the target markets and to ascertain possible sales activities for the products or services in a specific area. The franchisee should understand marketing because it will have a major impact on the profits and success of the franchise.