Author Question: Fixed-alternative questions require more interviewer skill to administer than open-ended response ... (Read 39 times)

future617RT · **on:** Jun 28, 2018

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

Indicate whether the statement is true or false

Question 2

Define STP and explain how it influences the marketing process.

flexer1n1 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

F
Fixed-alternative questions require less interviewer skill.

Answer to Question 2

STP stands for segmentation, targeting, and positioning. The STP part of marketing refers to the fact that we are very unlikely to be all things to all people, so it's best to identify groups, or segments, of customers who share similar needs and wants. Once we understand the different segments' preferences, and we presumably can identify our own company's strengths, we can identify the segment we should target with our marketing efforts. We then strike up a conversation and relationship with that target segment by positioning our product to them in the marketplace via the 4Ps.