Which of the Following Is the FIRST Step in the Approach

Which of the following is the FIRST step in the approach for developing situation-based marketing strategies?

A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product.
B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment.
C) Construct a person-situation segmentation matrix.
D) Evaluate each cell in terms of potential.
E) Develop and implement a marketing strategy for cells that offers sufficient profit potential given your capabilities.