Marketing process of segmentation-targeting-positioning

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Reference no: EM132168146

1. Which of the following does the marketing process of segmentation, targeting, and positioning (STP) not address?

A. Potential customers

B. Differences in customer preferences

C. Potential competitors

D. Which customers to pursue

E. How a firm defines its value proposition for its target customers

2. Specialty retailers like Restoration Hardware, L.L.Bean, and Anthropologie make heavy use of direct mail catalogs. Such catalog marketers typically segment their markets based on three factors, each of which describes the nature of different customers’ past purchases and correlates well with future purchases. Abbreviated as RFM, the factors are:

A. recall, frequency, and measurability

B. recall, familiarity, and measurability

C. recognition, familiarity, and monetary value

D. recency, frequency, and monetary value

E. revenue, frequency, and measurability

3. During which step in the STP marketing process is a value proposition defined and an action plan developed?

A. Positioning

B. Planning

C. Segmentation

D. Targeting

E. Profiling

Reference no: EM132168146

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