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MKT 571 Week 2 Segmentation Techniques

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MKT 571 Week 2 Segmentation Techniques -

Instructions:

Go to the Strategic Business Insights website.

Take the VALS Survey. Have the results sent to you by email. The results are sent in a Microsoft® Word document showing your primary and secondary VALS segments.

Go to the Nielsen website.

Explore the Nielsen Segmentation Methodology, the featured and other segments, and then click on Zip Code Lookup. Enter your Zip Code and the code provided and click Enter. A map showing your geographic area will pop up along with information on the distribution of people by age, race/ethnicity, marital status, and presence of children. On the left will be three options: PRIZM, P$CYCLE, and ConneXions (three segmentation techniques based on Zip Codes, Wealth, and Connectivity).

Click on PRIZM to view the list of primary segments for your geographic area. Into which of these segments would you place yourself and why?

Write a 1,400-word segmentation analysis that includes the following:

• Summarize your results.

• Discuss your perception of the accuracy of the segmentation methodologies based on your results.

• Summarize what you learned about these segmentation methodologies.

• Discuss how consumer behaviors differ from organizational behaviors.

• Examine the dimensions of the consumer segments as well as organizational segments.

Cite a minimum of two scholarly sources.

Format your paper according to the updated APA standards.

Be sure to read the rubric for guidance on how the paper will be graded.

Click the Assignment Files tab to submit your assignment as one complete document. Do not submit multiple documents.