MicroBionics Is a Firm That Manufactures Digital Hearing Aids Which

Multiple Choice

MicroBionics is a firm that 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 is competing with another well-established brand called BelTone. In this case, which of the following steps in the market segmentation process has MicroBionics completed?

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