I'm pretty new to the site. I'm really interesting in breeding lions... but have zero clue where to start.

Is it better to buy a stud/dame to start with? Is it possible to work your way up to super-impressive lions without trading or buying?
If I buy a marking applicator, does that work itself into the lion's genes, or is it just visual? Can they be passed on?
How do I even pick a goal?!?

thank you for any insight