Chapter 7 of the course text, Principles of Marketing

Week 4 Discussion 1

 

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  • Week 4 Lecture
  • Chapter 7 of the course text, Principles of Marketing

Geodemographic Segmentation: Finding Your People

Geodemographics is a common and effective means to segment potential customers. Leveraging both demographic (e.g., gender, age, income, marital status) and psychographic (e.g., habits, hobbies, spending habits, values) data, households can be classified into segments, and the relative attractiveness of these segments for your product or service can be determined.

In this discussion forum, you’re going to take the geodemographic system Claritas (Links to an external site.) and determine which segment best describes you. Then, exploring map data, you’ll assess how common your segment is for where you live and where you could live among more people like yourself! Finally, with knowledge of your segment’s profile, you’re going to suggest a promotion for your internship brand targeted specifically to your segment.

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