Answer to Question 1
A
Answer to Question 2
It is highly unlikely that the marketer could attract the entire market, for instance:
How could you provide a product that is high enough quality to satisfy premium customers but is priced low enough for price-sensitive customers?
How could you afford to place your advertisement in the disparate media that different customers enjoy, for example, online; in teen magazines, car magazines, and cooking magazines; on network television, etc.? How many versions of the ad could you afford to create so as to communicate effectively to those different audiences?
How could you develop a brand image that appeals to the masses who seek comfort in conformity while simultaneously appealing to fashion setters, mavericks, or other customers who seek to express their individualism? These goals are incompatible.
