Some business decisions are pretty straightforward: You either go in one direction or your go in another. You choose retail or wholesale. You aim at an upscale audience, or you appeal to customers who are budget conscious. Your restaurant serves Coke™ or it serves Pepsi™.
When it comes to marketing your business, however, it’s not always that simple. Even if your customers are well defined, they aren’t always identical. They don’t always respond to the same approach. Some are quick to respond. Others take a long time to make up their mind.