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Marketing is a technique. It focuses on identifying the customers you will serve. If you can honestly answer the following questions, you have a good start. Who is your market? What do they want? And most importantly, what are the willing to pay for? Sitting down and thinking through some of these questions will help you identify where to put your resources and how to develop a plan and stick to it. You will always learn new things along the way, and each area of the country is unique. Focus on your strengths, what sets you apart from the competition and concentrate only on the things you have control over. 24 R INK MAGAZ INE may/June 2007 M arketing is so much more than advertising! The American Marketing Association defines it as "the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create an exchange that satisfies individual and organizational objectives." So what does this stateme nt mean to our group lesson ice skating programs? Everything! by SUSI WEHRLI Your Group Lessons Editor's Note: This article originally appeared in the September/October 2003 issue of RINK. Cultivating the base of your rink programs Marketing U.S. FIGURE SKATING