After evaluating segments, what should a firm do next in STP?

• A. Select target segments and tailor the marketing mix
• B. Expand segmentation to other geographic regions
• C. Rebrand the company completely
• D. Abandon segmentation and go mass-market

Answer: (D)

In STP, once you’ve evaluated the segments for attractiveness and fit, the next move is to pick the target segments and tailor the marketing mix for those groups. This means deciding which segments to serve based on their potential and your ability to meet their needs, then designing the product, price, distribution, and promotion to fit those specific segments. Expanding segmentation to new geographic regions would be a separate step, not the immediate follow-up to selecting targets. Rebranding the company or abandoning segmentation contradicts the purpose of STP, which is to move from broad differentiation to focused, differentiated marketing.