The first step in the STP process is to
A)identify the segmentation methods to be used.
B)produce a list of strengths and weaknesses of the firm's past marketing strategies.
C)establish the overall strategy or objectives.
D)select target markets.
E)develop a marketing mix, so that an appropriate segment can later be identified.

Question

Quizplus · Accepted Answer

The first step in the STP (Segmentation, Targeting, Positioning) process is to establish the overall strategy or objectives. This involves defining the company's mission and objectives, assessing the current situation and opportunities, and setting clear and measurable targets for the marketing effort. Only after this step can the company move on to identifying segmentation methods, selecting target markets, and developing a marketing mix.

The First Step in the STP Process Is to