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by | Mar 26

must be 300 words


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. Discuss your results with your  classmates. Don’t forget to comment on your classmates findings.



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