STP (Segmenting-Targeting-Positioning) Process Overview

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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?

Refining the target audience Signup and view all the answers

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

Price-based decisions Signup and view all the answers

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

Ad Agencies Signup and view all the answers

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

Providing the best value for the customer Signup and view all the answers

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

Situational factors Signup and view all the answers

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

Suppliers Signup and view all the answers

What is the role of Media in the advertising process?

Media planning and buying Signup and view all the answers

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

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

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

Briefs agency on assignments Signup and view all the answers

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

Identify market segments Signup and view all the answers

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

Differentiated marketing Signup and view all the answers

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

Appeal to homogenous groups Signup and view all the answers

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

Psychographic segmentation Signup and view all the answers

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

Concentrated marketing Signup and view all the answers

What does Micro Marketing (B2B) refer to?

Narrow, customized marketing Signup and view all the answers