F:=ma=GMm/r^2; cancelling the m on each side we get that a=GM/r^2. We ask, what is a at earth's surface?
At the surface of earth, r takes on the precise value of about 6.37*10^6 meters, while M becomes the mass of Earth. In this special condition, we adopt the seemingly and perhaps truly bizarre convention whereby we re-denote the a, the acceleration of an object at the surface of the earth, as g, for because of the spherically symmetric nature of the gravitational force, the acceleration at the surface of earth becomes constant. In the course of all things considered, we find a lot of physical applications take place at or near the surface of earth. Examples of such phenomena are roller coasters, basketball shots, baseball games, soccer games, simply running, tennis, etc. Because a number of physical applications require the consideration of the force of gravity on an object at or near the earth's surface, rather than solving for the acceleration at this level every time, we solve it once, and relabel a as g. We could write out the value of g, 10 m/s^2, every time we considered gravity near the surface, but the act of writing a simple letter, g, is more succint and manipulatable algebraically than is writing out the value g represents, 10m/s^2, so we keep this letter around often when performing a series of calculations to arrive at perhaps a complex solution.
Let me recap: we find life easy if, instead of always solving for a, we simply memorize a constant called g, which equals GM/r^2 when at the surface of Earth. There is nothing special other than that. g cannot ever change, because we decidly chose that it would represent the acceleration due to gravity for only a very specific region of earth, namely the set of all points on the surface shell.