What are the conditions under which an undifferentiated targeting strategy is effective? Why are these conditions essential?
What will be an ideal response?
The undifferentiated targeting strategy is effective under two conditions. First, a large proportion of customers in a total market must have similar needs for the product, a situation termed a homogeneous market. A marketer using a single marketing mix for a total market of customers with a variety of needs would find that the marketing mix satisfies very few people. For example, marketers would have little success using an undifferentiated strategy to sell a "universal car" because different customers have varying needs. Second, the organization must have the resources to develop a single marketing mix that satisfies customers' needs in a large portion of a total market and the managerial skills to maintain it.
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A. First B. Second C. Third D. Fourth
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Fill in the blank(s) with the appropriate word(s).