Having a clearly defined target customer is critical to making your business successful. It can inform all aspects of your marketing, including product and packaging innovation, communications, channel management, pricing, and promotions, and ensure that your marketing is effective and efficient. But, many businesses (small and large) approach customer targeting as an afterthought. They wrongly assume they can (or should) appeal to everyone or think about targeting only in terms of basic attributes like demographics.  Defining a customer target does not have to be a complicated nor expensive process.