STP (Segmenting-Targeting-Positioning) Process Overview
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Questions and Answers

What is the key focus of the consumer decision process mentioned in the text?

  • Factors influencing the consumer decision process (correct)
  • Situational factors affecting consumer behavior
  • The 5-step process always happening in order
  • Influencing consumers during the purchase phase

    • What is emphasized as an important aspect to consider during the information search stage of the consumer decision process?

  • Understanding the sources consumers use for information (correct)
  • Directly influencing consumer preferences
  • Promoting only the most expensive products
  • Relying solely on brand recognition

    • How can marketing managers influence consumer decision-making during the evaluation of alternatives stage?

  • Stress the importance of unique features to differentiate from competitors (correct)
  • Present all options as equal in quality
  • Offer discounts on all products
  • Avoid mentioning brand names

    • What is the main purpose of Mark Strat in the advertising process?

    <p>Refining the target audience</p> Signup and view all the answers

    Which heuristic is mentioned as a strategy consumers use to evaluate alternatives in the decision-making process?

    <p>Price-based decisions</p> Signup and view all the answers

    In the advertising industry, which group is responsible for creating and developing IMC campaigns?

    <p>Ad Agencies</p> Signup and view all the answers

    What should marketing managers stress to target markets during the purchase phase?

    <p>Providing the best value for the customer</p> Signup and view all the answers

    What can influence consumer decisions during the evaluation of alternatives stage?

    <p>Situational factors</p> Signup and view all the answers

    Which group assists in preparing IMC campaigns according to the text?

    <p>Suppliers</p> Signup and view all the answers

    What is the role of Media in the advertising process?

    <p>Media planning and buying</p> Signup and view all the answers

    Which group is responsible for Creative Development when it comes to advertising?

    <p>Advertisers (clients/ small businesses)</p> Signup and view all the answers

    What does Advertisers do in relation to Agency according to the text?

    <p>Briefs agency on assignments</p> Signup and view all the answers

    What is the first step in the STP (Segmenting-Targeting-Positioning) process?

    <p>Identify market segments</p> Signup and view all the answers

    Which type of targeting strategy involves providing separate offerings to different segments of the audience?

    <p>Differentiated marketing</p> Signup and view all the answers

    What does Undifferentiated marketing (or mass marketing) aim to achieve?

    <p>Appeal to homogenous groups</p> Signup and view all the answers

    In the STP process, which segmentation involves understanding why people think the way they do?

    <p>Psychographic segmentation</p> Signup and view all the answers

    Which targeting strategy focuses on only one or a few very specific segments of the target market?

    <p>Concentrated marketing</p> Signup and view all the answers

    What does Micro Marketing (B2B) refer to?

    <p>Narrow, customized marketing</p> Signup and view all the answers

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