CNU Marketing Segmenting Geographic Markets Discussions

Description

Discussion 1

Segmenting Geographic Markets

Prior to completing this assignment, read Chapter 9. This threaded discussion assignment will concentrate on geodemographic and psychographic segmentation.

To experiment with geodemography, use Claritas geoclustering tool . Click on the “Zip Code Lookup” tab at the top of the page. Use your current zip code or another zip code where you lived previously. Since you are not a member of Claritas, you will not have access to all of the bells and whistles the site offers, but you will be able to examine a description of each of the PRIZM clusters that Claritas reports for your zip code. You may find it helpful to print each PRIZM cluster profile or copy it into a Word document for analysis, because you must re-enter your zip code each time you view a cluster. After analyzing all of the PRIZM clusters for your zip code, report on your findings. List the clusters by name than answer the following questions. Do you feel that the clusters adequately describe the people of your zip code? Which cluster did you feel came closest to describing you? In what ways did the PRIZM cluster description match you? In what ways did it not match you? How might a company use geodemography to aid in its segmentation and targeting?

https://claritas360.claritas.com/mybestsegments/#z…

Discussion 2

Psychographic Segmentation

To experiment with psychographic segmentation, discover what VALS type you are by going to http://www.strategicbusinessinsights.com/vals/presurvey.shtmland taking the VALS Survey. Report on your primary and secondary VALS segment profile (provide the description, not just the segment name). Do you think the results of the survey accurately describe you? Why or why not? From a practical standpoint, how might a company use VALS?

Strategic Business Insights – The US VALS Survey

REQUIRED COURSE TEXTBOOK(S)

Marketing Management, 15th EditionBy: Kotler, Philip / Keller, Kevin
ISBN: 978-0-13-385646-0

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