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.