We live in the Information Age. Cable television, the Internet, magazines, newspapers, and many other sources bombard us with information. Today's consumer is better informed than ever.

Regardless of our business, our customers have more choices than ever before. And it has never been easier to learn about those choices.

For a business to succeed, it must offer something distinctive. Its products or services must be better, less expensive, unique, or possess some other benefit that consumers cannot get elsewhere.

But how is a consumer to know which product or service best meets his needs or desires? How is he to decide which represents the best value for his money?

The answer is-- Consumer Education.

We are not born with a manual in our brain telling us how to make intelligent purchasing decisions. Often we are faced with contradictory claims, such as "lowest prices" or "best service". But when the consumer is not comparing "apples to apples" (which is often the case), they are faced with a dilemma.

As business owners one of our most crucial chores is helping our customers make wise decisions. It is to our mutual advantage that customers get what they want and what they pay for. An honest businessman wants satisfied customers, and the primary means for achieving this end is through consumer education.
No company can be everything to everyone. Consumers have many different needs and desires. A consumer's needs and desires will necessarily limit the types of products and services he will consider. For example, if a consumer is extremely cost conscious, he will most likely pick the lowest price, regardless of any other factors.

A company must identify what segment of the market it will attempt to reach, that is, which particular needs and desires it will seek to satisfy. This is called its "target market".

The target market will determine what types of advertising are appropriate, as well as the message to be conveyed. For example, beer companies advertise during sporting events because the audience for such programs also consumes beer. To maximize the efficiency of its advertising dollars, a company wants to reach as much of its target market as possible for the least money.

The target market will help narrow the company's focus. It will offer products or services which will appeal to that target-- otherwise it must offer a virtually unlimited number of alternatives to consumers.

The target market can be determined by the product or service offered. For example, upscale products, such as luxury automobiles, define the target market by their very nature. In other instances, the target market is selected first, and the product or service is designed with that market in mind. In either case, the product or service and the target market must not be contradictory.