TOPIC: SEGMENTATION TOOLS – Personal Application
DISCUSSION TOPICS
TOPIC: SEGMENTATION TOOLS – Personal Application
As noted in Topic 1, market segmentation is difficult and requires a significant amount of market research, as well as data and expertise. There are companies that specialize in this and provide tools to assist the marketer with segmentation. Let’s test drive a couple of those.
You may use your own ZIP code for this exercise or the ZIP code of 20783 for Adelphi, MD (UMGC). Use the ZIP Code look-up for either service:
- Go to ERSI for Tapesty(r) https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/zip-lookup
- Go to Claritas for PRIZM(r) https://claritas360.claritas.com/mybestsegments/
If you used Esri, what are the top Tapestry(r) segments for this ZIP code? Name some characteristics to describe each segment in terms of behaviors, demographics, and psychographics. On Esri you may obtain a more detailed report about each segment by clicking on “Read More,” then “Click for More Details.”
If you used Claritas,what are some of the top PRIZM(r) segments for the ZIP code? Name some characteristics to describe each segment in terms of behaviors, demographics, and psychographics. On Claritas you may obtain more information by clicking on “Quick Facts” drop down arrow.
Discuss what the members of each your segments have in common that make them a viable segment. How would marketers make use of this information? Based on what you have learned this week about segmentation, do you think the tool you used provides valuable information? Why or why not?
TOPIC: Mass-Marketed Products
If you have a market that is large and homogenous, then you can be a mass marketer and there will be no need to segment the market. One example discussed in our learning material for this week is salt.
- Let’s discuss the marketing of salt. Salt was long marketed as one product for anyone who wants it for the need to season food, which is a universal need. Is this still true? Do you consider salt to be a mass market product? Why or why not?
- Can you think of another mass-marketed product? What is it and why do you think it is mass marketed?
You might want to comment on classmates’ posts with your opinion as to whether they have selected a mass-marketed product. If not, why do you think their choice actually is a segmented market?
