The Importance of Understanding Your Customer

If you have a business degree or have ever taken a marketing class you know that one of the things that is highly stressed is the importance of target marketing and segmenting your target.  I stress these very same ideals in every marketing class that I have ever taught.  But is target marketing and segmenting enough?  No it is not, you also need to understand your customer.  Targeting and segmenting is extremely important, but so is understanding your customer, these go hand in hand.  How can you market to someone who you do not understand?  In my opinion you really can’t. Continue reading