Episode 4.2 – Choosing Your Best Customers

After marketers divide a market into segments, they must decide which customer groups to focus on. In this episode, Dr. Derek, Sarah Mitchell, and Miguel Ramirez explore target market selection and customer personas. Using ShadeTree Coffee and manufacturing examples, the hosts discuss how organizations evaluate potential segments based on size, growth, profitability, competition, accessibility, and strategic fit. Listeners will also learn how customer personas help marketers bring target audiences to life and make better decisions about products, messaging, service, and customer experience.