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Discussion 2: Marketing Segmentation This is a Discussion Post How tightly do you fit into a particular market segment? Do you think you can be neatly classified? If you think your purchasing habits...

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Discussion 2: Marketing Segmentation This is a Discussion Post

How tightly do you fit into a particular market segment? Do you think you can be neatly classified? If you think your purchasing habits make you an enigma to marketers, you may need to think again. For this discussion read Matt Rosenberg’s article You Are Where You Live, hosted by About Education.

After clicking on the “You Are Where You Live” link, type in your zip code. The database will generate many cluster descriptions based on your ZIP code. Depending on the functionality of the Web site at the time you access the database, you may need to reenter your ZIP code multiple times if you want to read all the cluster descriptions.

  1. Now pick a product category, such as automobiles, athletic shoes, beverages, or health and beauty products. Then think about which products in that category would appeal to each of the clusters generated by your ZIP code search. For example, a car that appeals to a cluster titled “Young Bohemians” may not be the car of choice for the cluster “Pools and Patios.” If your search generated only one cluster type, you may wish to enter other ZIP codes for your area of town or for your region.
  2. Create a perceptual map for the product you chose. Write a short statement that describes the overall position of each product with an explanation of why you located it where you did on the perceptual map.

This exercise quickly shows us the limitations of using only demographics to describe one’s customers. It also clarifies the process of segmentation and positioning.

This is the website: https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&pageName=ZIP%2bCode%2bLookup

My Zip Code is: 33708

300 words total in APA format

Answered 75 days AfterOct 14, 2017

Solution

David answered on Dec 28 2017
34 Votes
Answer to question 1:
The category that I have selected is that of 49 American Classics whose median household income is around $26,499 and US households as 2,060,719 (1.67%). The demographics cover top five counties such as Volusia county in Florida having 545 people, Pinellas county in Florida and Mahoning county in Ohio. The people living here are mostly retired and even for the income levels the people belong to low and mid-scale level. The u
anicity is metromix. The age range of people is somewhere around 55 years. The product that I have selected to prepare my perceptual map is Bob Evans- takeout or dine in restaurant ("2017 Claritas PRIZM Premier Segmentation System", 2017). This...
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