4. The first step in the STP process is to
a. establish the overall strategy or objectives.
b. develop a marketing mix, so that an appropriate segment can later be identified.
c. identify the segmentation methods to be used.
d. select target markets.
e. produce a list of strengths and weaknesses of the firm's past marketing strategies.
5. To develop psychographic segments, the marketer must understand consumers'
a. disposable personal income, benefit perceptions, and alternative egos.
b. self-values, self-concept, and lifestyles.
c. age, income, and education.
d. buying patterns and behaviors.
e. gender, race, and religion.
6. Marketers often employ a combination of segmentation methods, using ________ to identify and target their customers, and ________ to design products and messages to appeal to them.
a. undifferentiated targeting; differentiated targeting
b. loyalty segmentation; geodemographics
c. demographics and geography; lifestyle or benefit segmentation
d. loyalty segmentation; demographics
e. lifestyle segmentation; geographic segmentation
7. When Victoria's Secret offers different product lines, such as its PINK line, it is trying to capture the market by
a. trying lots of options to find out which one works.
b. focusing exclusively on its Pink brand.
c. offering everything to everyone.
d. doing continual test marketing.
e. using segmentation, targeting, and positioning.