Marsha works in the new marketing department of a midsized party supply rental company. She is working on the firm's first-ever STP analysis. She has defined the mission and objectives and identified and selected a segmentation method. The next step is to:______.
a. develop an advertising plan to promote the upcoming sales.
b. evaluate the attractiveness of the various segments identified.
c. use the Internet, catalogs, and vendor information to draw up a list of new products.
d. create pro forma financial statements to complete the package.
e. find marketing interns or hire new staff to help with implementation.
evaluate the attractiveness of the various segments identified.
Explanation:
The third step of the segmentation, targeting, and positioning process is to evaluate segment attractiveness, which begins the targeting phase of the process.
