The total market approach to finding a target market will probably be UNSUCCESSFUL when

People within the market have heterogeneous needs.

Product differentiation is used.

The firm defines the total market as its target market.

People within the market have homogeneous needs.

The two steps of developing a marketing strategy include selecting and analysing a target market and

Developing a marketing mix that precisely meets the needs of individuals in the target market.

Selecting a group of persons towards which the firm should direct its marketing efforts.

Developing marketing objectives to meet organisation goals.

Deciding how to organise the marketing department to meet customer needs.

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