The chiropractor who defines his target as anyone with a spine may think he is indicating he has unlimited potential. In reality, he is showing a lack of understanding of the buying characteristics, beliefs, and biases of consumers in his market. There are people who do not believe chiropractic treatment is “real medicine.” It is often expensive to convert nonbelievers. Selecting a narrower market would allow him to concentrate his marketing efforts on those customers most likely to buy.