Just like a customer asks "What is here?" and "Where is it?" when he or she enters a retail store, you ask "What is this industry? How big is it? How does it work?" as you look at the automotive parts and service aftermarket. The Automotive Aftermarket Industry Association and the Specialty Equipment Market Association have captured the gist of the industry's size and strength through its research. Automotive In-Store Marketing is an active member of both of these Associations.