– Marketers must first decide who it will serve by
dividing markets into segment of (market
segmentation) and selecting which segments they
will focus on ( Targeting) .
– Use marketing research to identify common
demographic characteristics within customer base,
such as age, gender, occupation and income level.
– The more you know about customer base, the
easier it is to develop a strategy that will appeal to
these characteristics.
– As a result, you waste less time and money trying to
reach unlikely prospects.