THE STP PROCESS

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One assumption in marketing is that not all customers are created equal. Given that assumption, consider the following.

  • How do entrepreneurs use the segment, target, and position (STP) process to increase the probability of success of their new venture?

  • In your response, consider the ramifications and complexities of deploying scarce resources usually present in most new ventures.

  • Explain why this is important to consider and discuss.
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