Several conditions must exist for market segmentation to be successful. These conditions include all of the following except
A. the total market should be divided so that segments can be compared on sales potential, costs, and profits.
B. customers' needs for the product must be homogeneous.
C. the company must be able to reach the chosen segment with a particular marketing mix.
D. segments must be identifiable and divisible.
E. at least one segment must have enough profit potential to justify developing and maintaining a special marketing mix for that segment.
Answer: B
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