- 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 interactivity, you’re going to take a 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 amongst 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.
- Guided Response:
- Visit the Claritas Segment Details page (Links to an external site.) and determine the following:
- The lifestage group and segment that best matches you
- How common your segment is where you live
- Where you could move to find more of “your people”
- On the top of the page, click on “Zip Code Lookup”. Enter 70380 zip code and hit submit. Review the information including the “Households by income”, “Household Composition”, “Popularity by Age”, and “Popularity by Race & Ethnicity”.
- To what extent, this information matches you and your household? Discuss details.
- To what extent, this information matches what you found in the previous section. Discuss details.
- Create a promotion from your mentor marketer to target your segment.
- Imagine you’re executing a targeted promotion. Tell us the product or service and deal that you will pitch your segment and justify its appeal.
- Feel free to package products or services together.
- Your segment specific targeted promotional offer and rationale.
- Your response must be at least 300 words and also refer to your textbook.
- Discussion 2
- My name is Keisha
- Foreign Market Entry Podcast
- As you are likely aware, your internship brand doesn’t just do business in the U.S. So, in this interactivity, we’re going to research their past entry into a foreign market. But rather than writing about it, we’re going to talk about it — by creating a short podcast.
- In a 3-5-minute recording,
- Introduce yourself.
- Identify your mentor marketer and the relevant market before answering the questions below.
- Identify a specific country to analyze your brand’s entry into.
- First, identify the countries your mentor marketer does or did business in. Check out the corporate website or the latest annual report.
- Then, search your brand in business periodicals such as Forbes in conjunction with country names or terms like “foreign” or “international.” See which markets have been written about and select one.
- Research your chosen market to answer these questions:
- When did your mentor marketer enter this foreign market?
- What specific challenges did entering this market present? (e.g., cultural norms, language barriers, local competition, government regulations, economic conditions, etc.). Identify at least three.
- What changes were made to the marketing formula in entering this market? What other changes were needed? Cite at least three examples, linking each one to a marketing P. You can repeat Ps more than once.
- How successful was the entry into this market? Is the brand still in the market?
- Identify and create proper APA citations for at least three different sources.
- Try to explore different types of sources (periodicals, videos, annual report, etc.). Check the Forbes archive and other Ashford University resources as needed.
- As you will be creating a podcast, in-line citations are not required, but you will need to document your sources.
- Be sure to script or outline for your podcast.
- A script or outline will help you maintain a flow and ensure that you cover all of the topics you are meant to address.
- Record your podcast with any recording app you have.
- Here are some Free options for you:
- https://vocaroo.com/ (Links to an external site.)
- iPhone Recording Feature
- Android phone Recording Feature.
- How can I use my iPhone as a voice recorder?
- Open the “Voice Memos” app located on the iPhone. Tap the red record button to start recording the voice or audio, when finished tap again on the same button to stop recording
- How do you record your voice on Android phone?
- Look for a voice recording app on your device. Or,
- Download a recorder app from the Google Play Store
- Launch your voice recording app
- Tap the Record button to start a new recording
- Point the bottom of your Android phone towards the audio source
- Tap the Pause button to pause recording
- If you need help, review a helpful tutorial by visiting: https://www.wikihow.com/Record-Audio-on-a-Mobile-Phone (Links to an external site.)
- Your podcast must be between 3-5 minutes. Post your recordings or the podcast link and APA formatted sources to forum below.
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