MicroBionics manufactures digital hearing aids,which unlike analog hearing aids,can be programmed to mask out external noise.The company has determined that its competitive advantage lies in its product,while its weakness is the associated manufacturing costs.Target market opportunities exist within the maturing baby boomer segment.One challenge that the company faces lies in the existence of a competing and well-established brand called BelTone.In terms of the market segmentation process,MicroBionics has completed which of the following steps?
A) Development of the product positioning strategy
B) Delineation of the firm's current position
C) Division of the market on relevant segmentation variables
D) Design of the marketing mix strategy

Question

MicroBionics manufactures digital hearing aids,which unlike analog hearing aids,can be programmed to mask out external noise.The company has determined that its competitive advantage lies in its product,while its weakness is the associated manufacturing costs.Target market opportunities exist within the maturing baby boomer segment.One challenge that the company faces lies in the existence of a competing and well-established brand called BelTone.In terms of the market segmentation process,MicroBionics has completed which of the following steps? 
A) Development of the product positioning strategy
B) Delineation of the firm's current position
C) Division of the market on relevant segmentation variables
D) Design of the marketing mix strategy

Quizplus · Accepted Answer

The first step in the market segmentation process is to delineate the firm's current situation. A firm must do a complete situational analysis when embarking on a new or modified marketing program. At the marketing planning level, such an analysis aids in determining objectives, opportunities and constraints to be considered when selecting target markets and developing marketing mixes.

MicroBionics Manufactures Digital Hearing Aids,which Unlike Analog Hearing Aids,can Be