Gable Brothers,Inc.is trying to find viable market for its new brand fountain pen.After conducting a psychographic segmentation,it found that the segment of potential consumers is so small that the volume in sales would not be profitable for the company.Therefore,top management has decided to not release the product into the market.Which of the following stages of the market segmentation process is the company currently in?
A) Deciding market segmentation strategy
B) Delineating the firm's current situation
C) Dividing markets on relevant dimensions
D) Determining consumer needs and wants

Question

Quizplus · Accepted Answer

When deciding which segmentation strategy to use a, four basic alternatives are available to the firm. During this step the firm may decide not to enter the market.