Marketing is fun. Marketing is an attitude, a philosophy, or a perspective which recognizes and stresses the importance of customer satisfaction. Marketing is also the set of activities used to implement and accomplish this attitude or philosophy.

The American Marketing Association defines marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create changes to satisfy individual and organizational objectives." Simply stated, marketing involves those activities which produce mutually satisfying exchanges (buying and selling). Why marketing?

Probably the fundamental objectives which you have as a franchisee include survival, profits, and growth. Marketing contributes to, and helps develop each of these objectives. Marketing is concerned with: 

(1) creating a success for you, the franchisee, 

(2) understanding and assessing the wants and satisfactions of present and potential customers, 

(3) developing product offerings, 

(4) developing distribution strategies, 

(5) determining prices and pricing strategies, and 

(6) communicating with current and potential customers.

You need to be familiar with the terminology and activities of marketing. This will help you to improve your chances for success. Marketing is a fundamental part of every successful operation.