What is the first step marketers use to derive a perceptual map?

Multiple Choice

Identify competitors' positions

Determine consumers' perceptions and evaluations of the product or service in relation to competitors

Monitor the positioning strategy

Identify the market's ideal points and size

Determine consumer preferencesDuring which step of the STP process do marketers ask whether the segment is identifiable, substantial, reachable, responsive, and profitable?

Multiple Choice

Evaluate segment attractiveness

Select segmentation method

Develop positioning strategy

Select target market

Establish overall strategy or objectives