This description of the marketing process as a practical way to manage the function of instruction development emphasizes the importance of the identification and evaluation of customer needs before developing objectives. To assist the instructional development agency in focusing on this aspect of planning, a check list of possible marketing elements is provided for assessing the nature and structure of the market, services desired, and distribution channels, and developing appropriate advertising and pricing policies. The application of these marketing procedures to a hypothetical development agency is described to illustrate the process. (RAO)