Marketing Field

MGMT 211 – Introduction to Marketing
Marketing is a broad and exciting field of work. There are so many tools marketers use to attract and persuade prospective customers to buy their products and services. Deciding whether or not to use social media, direct mail, TV or radio ads, a simple website or some combination is the real question. But in truth, THE MOST IMPORTANT PART OF MARKETING IS IDENTIFYING THE RIGHT CUSTOMERS! If you aren’t communicating with the people who actually need your product/service, then you aren’t likely to sell anything at all. Conversely, if you find the right people – including people who have enough money to buy – then all you need is a good offer (price & features) and a good message. BUT – it’s the segmentation that comes first
This assignment is designed to give you a better understanding of the marketing segmentation process and the tools marketers use. I think you’ll have a little fun with it because you get to analyze yourself as part of the market!
Two major organizations have developed complex methods to help marketers define their consumer segments using different but valuable tools.
• One of the earliest and still viable ways to segment is with a program called VALS. VALS, developed by SRI International, identifies nine different psychographic traits that help marketers reach the best prospect for their market. VALS uses a survey to identify the various segments. After you’ve read through the rest of this assignment, check out the website for VALS. And take the 42 question survey to find out where they place you in their segmentation strategy. Here is the link: http://www.strategicbusinessinsights.com/vals/presurvey.shtml
Claritas is another segmentation company that uses a different more complex strategy. Claritas has compiled demographics for EVERY US zip code and have established a series of over 60 lifestyle segments that help link lifestyle segments to their specific products or services that meet the needs of folks in each category. Working with Claritas, marketers can identify zip code areas that meet the psychographic characteristics of their market. There is a Claritas program, called PRIZM Segmentation, which is used to identify specific markets even within neighborhoods. Here is a link to more on PRIZM: https://claritas360.claritas.com/mybestsegments/#zipLookup
1
Assignment: Segment yourself!
1. VALS – Go to the VALS site and take the VALS survey to see what categories you fall into, based ono the answers to the 42 survey questions provided. Then, analyze the results. Include the following:
Write a summary description of your primary and secondary segments, based on the survey you took. (Do not copy and paste, just summarize in your own words.)
Then, let me know if you think they got it right or did they miss the mark? Provide at least two examples that support your findings.
Remember that the examples they give are indicative of someone who might fall into a specific category (i.e. Makers like to sew quilts.) You may not like to sew quilts but may have some other similar ability’s or interests.
(15 points)
Then select two of your favorite products – do you think your VALS results support the fact that you prefer these products?
Explain your reasoning. (5 points)
2. PRIZM – Next go to the PRIZM site and do a zip code look up for your home address. If you are not comfortable with that – select some other area with which you are familiar. To do this, however, you must know something about their neighborhood demographics. The result will be a listing of lifestyle segments that Claritas believes makes up the zip code area you used. Analyze the results:
Look at the PRIZM data – do you believe it accurately reflects the psychographics of your zip code area you selected?
What did they get right and what was wrong or off?
Explain your reasoning and give two examples.
(15 points)
Identify two products (not the ones listed on the PRIZM results page) you believe are targeted to people in your zip code area.
Explain why you believe it to be true. (5 points)
2
Your Evaluation:
Let me know what you think about these tools?
o How would you imagine using them?
o Do you think they are valid?
o How do you feel about companies like SRI International or Claritas that sell
this information for a living? Is this practice acceptable, intrusive, ethical?
Make sure you include a summary conclusion.
(15 points)
Deliverables/Formatting: Hand in a two-page typed, single spaced (12-point font) analysis answering the questions above. Be specific – provide examples – give thoughtful explanations (e.g ”I disagree because I don’t like the products they listed.” is not a “thoughtful” explanation.)
The paper should be free from grammatical mistakes and submitted on the date outlined in the course schedule.
Be sure to include your last name as part of the document name so they are easy for me to identify when I look online. (for example: frazier segmentation.doc) (points) Have Fun! For more information on Marketing Field see this: https://www.dictionary.com/browse/market

Marketing Field

Don't use plagiarized sources. Get Your Custom Essay on
Marketing Field
Just from $13/Page
Order Essay
Grab 16% Discount On This Paper
Pages (550 words)
Approximate price: -

Why Choose Us

Quality Papers

ACME Homework provides the best top-grade academic writing services in compliance with our customers’ instructions. Have your paper written by a certified professional online college homework help writer to produce only high-quality essays with zero plagiarism.

Professional Academic Writers

You can now choose from a pool of online college homework help writers. Choose your writer and have them write the best content for you. ACME Homework has, over the years, secured a team of the most reliable, experienced, and qualified writers. You can, therefore, trust that your assignment is in good hands.

Affordable Prices

We know that students have very limited budgets. And for that, we always strive to provide only the best, most affordable online college homework help services to our customers. Our goal is to provide top-quality assignment help services to all customers at the lowest, most affordable prices.

On-Time delivery

At Acmehomework.com, we pay strict attention to deadlines. We recommend you to check out clients’ reviews for assurance that we will complete your assignments within the set deadlines. You can, therefore, trust that your paper will be done within and before the set deadline. Until now, we have not missed a single deadline.

100% Originality

Our Acmehomework.com homework helper experts write only 100% original and plagiarism-free content for all of our clients. We also have a Quality Assurance Department team that goes through all work submitted by our writers multiple times. You can, therefore, rest assured that any signs of plagiarized or unoriginal content will be rejected before it reaches your portal.

Customer Support 24/7

Acmehomework.com expert writers are always available 24/7 for customers who need assistance with using our website. You don’t have to check your watch the next time you want to have your assignment written. Our customer support is always available round the clock and ready to listen to your queries. Feel free to contact us via the Chat window or support email: support@acmehomework.com.

Try it now!

Grab 16% Discount On This Paper

We'll send you the first draft for approval by at
Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

For years now, Acmehomework.com has stood as a leader in providing its customers with the best online college homework help service in the industry. And all you have to do is provide us with the details of your order. Leave everything else to us. We’ve always got you covered.

Essays

Essay Writing Services

Since we launched, Acmehomework.com deserved the best online “college homework help status” thanks to our essay ordering, writing, and delivery process. We deliver nothing but excellence in our results. Our essay writing services include impeccable grammar, zero-plagiarism, proper structure, and conformance to guidelines.

Admissions

Admission and Business Papers

Our top-quality online college homework help services guarantee that you will be accepted into your desired university. You just need to fill out your admission and business papers, and our team of online homework help workers will handle the rest. We will help you achieve and secure the best positions in your admissions forms.

Editing

Editing and Proofreading

At Acmehomework.com, we have a skilled writing and editing team that’s dedicated to creating, editing, and restructuring for all types of papers. Our online college homework help editing and proofreading team will check, paraphrase, and correct any grammar mistakes on your paper before submitting the final document to you.

Coursework

Technical Papers

At Acmehomework.com, we pride ourselves in having writers in almost all fields, even the most technical ones. You never have to worry about your paper being too technical for our certified online college homework help writers to handle. ACME Homework’s team of writers can handle even the most complex writers. We will match your paper to the most competent writer that we believe will handle your paper the best way possible.

                                                                                     Place Order