Community colleges, facing a decline in the 18 to 24 year old college age population, should adopt the marketing philosophy of private enterprise to discover and meet the unsatisfied educational needs of non-traditional, though potential, clients. The adoption of this philosophy, while necessitating that colleges provide education on terms dictated by the student, would make the 70% to 80% of the United States work force (about 100 million people) who have not completed or even begun their higher education available as potential community college students. This market includes those individuals who require one or two specific courses to meet immediate occupational needs. It also includes older adults desiring to fill educational gaps caused by career and/or family obligations, who may have career retraining, job skill improvement, or recreational needs that can be met by the community college. A third potential group are those individuals whose work schedules are such that they would require a very flexible class schedule. To attract these individuals, colleges must undertake massive promotional campaigns and assure that courses and schedules permit the student to choose the subjects, times, and quantity of education that are appropriate to his/her needs. This consumer-oriented philosophy would ensure quality education for all citizens, and reduce the threat of declining enrollments. (JP)