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Even if a company is selling only online, it still does need to have a target market or markets. A firm that sells its products online will not be able to be efficient if it tries to market its products indiscriminately. The firm will need to identify which kinds of people are most likely to buy its product. Once it identifies this group, it can market directly to them. If it does not do this, it will have to simply advertise "blindly." This will be a waste of time and resources because many of the firm's ads will be seen by people who will not even consider buying the product. Therefore, the firm needs to have a specific target market so that it can use its marketing money more efficiently, targeting only those segments of the market that are at least somewhat likely to buy the product.
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