At which point in the STP process does a firm ensure its segmentation strategy is consistent with and derived from its strengths, weaknesses, opportunities, and threats?
A)when the firm chooses a particular method for segmenting its market
B)when the firm articulates the vision or objectives of its marketing strategy
C)when the firm determines which segment is worth pursuing
D)when the firm assesses the attractiveness of a target market
E)when the firm presents the value of its product or service

Question

Quizplus · Accepted Answer

When a firm articulates the vision or objectives of its marketing strategy, it must take into consideration its strengths, weaknesses, opportunities, and threats. This is a critical step in the STP process because it ensures that the segmentation strategy is aligned with the firm's capabilities and resources. If the segmentation strategy is not consistent with the firm's SWOT analysis, it may lead to inefficient resource allocation or failure to reach the desired target market. Therefore, option B is the correct answer.

At Which Point in the STP Process Does a Firm