While it is tempting for marketers to focus on the heavy users of a product,it is important to target at least some marketing efforts at non-users,light users,and moderate users.

Question

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Targeting a wider audience can increase brand awareness and potentially convert non-users or light users into more loyal, heavy users. It also helps to prevent alienating potential customers who may feel ignored or left out by narrowly targeting only heavy users.

While It Is Tempting for Marketers to Focus on the Heavy