Targeting Guide #5

Focus your scare marketing resources exclusively on your targeted market segment(s).

Once you have identified your targeted market segment(s), devote all of your marketing resources toward moving those target customers toward the purchase of your brand.  Do not waste your scarce marketing resources on end-users who are not your target customers. 

In the real world, marketers often are forced into redirecting marketing resources away from target end-users to non-target end-users.  As an example, there is the opportunity to open new distribution, but marketing research shows that target customers do not purchase at that new distribution.  If sales are going well, the marketer should decline the opportunity.  If sales are not going well, the marketer will probably be forced to accept the opportunity recognizing that it is contrary to the brand’s marketing strategy.  In the real world, one finds that it is impossible to execute a marketing strategy perfectly.  Good marketers will recognize that in accepting the opportunity that they are deviating from their marketing strategy.  Poor marketers will not.