Review the types of segmenting dimensions listed in Exhibits 4-8 and 4-9, and select the ones you think should be combined to fully explain the market segment you personally would be in if you were planning to buy a new watch today. List several dimensions and try to develop a shorthand name, like €œfashion-oriented,€ to describe your own personal market segment. Then try to estimate what proportion of the total watch market would be in your market segment. Next, explain if there are any offerings that come close to meeting the needs of your market. If not, what sort of a marketing mix is needed? Would it be economically attractive for anyone to try to satisfy your market segment? Why or why not?
In Exhibit 4-8

In Exhibit 4-9

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Behavioral Needs Benefits sought Thoughts Rate of use Purchase relationship Brand famillarity Kind of shopping Type of problem solving Information required Geographic Reglon of world, country Reglon In country Economic, functional, physiological, psychological, soclal, and more detailed needs. Situation speciflc, but to satisfy specific or general needs. Favorable or unfavorable attitudes, Interests, opinions, bellefs Heavy, medlum, light, nonusers. Positive and ongoing, Intermittent, no relationship, bad relationship. Insistence, preference, recognitlon, nonrecognition, rejection. Convenience, comparlson shopping, speclalty, none (unsought product). Routinized response, limited, extensive. Low, medium, high. North America (United States, Canada), Europe (France, Italy Germany), and so on. Examples in United States): Pacific, Mountain, West North Central, West South Central, East North Central, East South Central, South Atlantic, Middle Atlantic, New England. No city: population under 5,000; 5,000-19,999,20,000-49,999; 50,000-99,999; 100,000-249,999; 250,000-499,999; 500,000-999,999; 1,000,000-3,999,999; 4,000,000 or over Size of city Demographic Income Under $10,000; $10,000-24,999; $25,000-49,999: S50,000-74,999: $75,000-99,999; $100,000-149,999; 150,000-$249,999, $250,000 or more Male, female. Infant; under 6; 6-11; 12-17;18-24: 25-34; 35-49, 50-64; 65 or over 1,2, 3-4,5or more. Young, single: young, marrled, no children: young, married, youngest child under 6; young, married, youngest child over 6;older, married, with children; older, married, no children under 18;older, single; other varlations for single parents, divorced, etc. Professional and technical; managers, officials, and proprletors; clerical sales; craftspeople; foremen; operatives; farmers; retired; students; housewives; unemployed. Grade school or less; some high school; high school graduate; some college; college graduate. Aslan, Black, Hlspanic, Native American, White, multlracial. Lower-lower, upper-lower, lower-middle, upper-middle, lower-upper, upper upper Sex Age Famlly size Family life cycle Occupation Education Ethnicity Social class Kind of relatlonship Weak loyalty strong loyalty to vendor Single source multiple vendors "Arm's length" dealingsclose partnership Manufacturer, service producer, government agency, milltary, nonprofit, wholesaler or retaller (when end user), and so on Geographic location (reglon of world, country reglon within country urban rural); Size number of employees, sales volume): Primary usiness or Industry (North American Industry Classificatlon System); Number of facllitles Installations, components, accessories, raw materlals, supplies, professional services Decentralized centralized Buyer multiple buying influence Straight rebuy modifled rebuy new-task buying Type of customer Demographics How customer will use product Type of buying situation Purchasing methods Vendor analysis, purchasing specifications, Internet blds, negotlated contracts, long-term contracts, e-commerce websites