Description This threaded discussion assignment will concentrate on geodemographic and psychographic segmentation. To experiment with geodemography, use Claritas geoclustering tool . Click on the “Zip Code Lookup” tab at the top of the page. Use your current zip code or another zip code where you lived previously. Since you are not a member of Claritas, you will not have access to all of the bells and whistles the site offers, but you will be able to examine a description of each of the PRIZM clusters that Claritas reports for your zip code. You may find it helpful to print each PRIZM cluster profile or copy it into a Word document for analysis, because you must re-enter your zip code each time you view a cluster. After analyzing all of the PRIZM clusters for your zip code, report on your findings. List the clusters by name than answer the following questions. Do you feel that the clusters adequately describe the people of your zip code? Which cluster did you feel came closest to describing you? In what ways did the PRIZM cluster description match you? In what ways did it not match you? How might a company use geodemography to aid in its segmentation and targeting? https://claritas360.claritas.com/mybestsegments/#z… First do an initial minimum 200 word response Then, two responses to following classmates discussion post but they have to be thoughtful! You will send this in a day or two. First Student (Joel): Classmates, This week’s post describe the demographics and segmentation of different clusters based off zip code. I utilized my old town home located in Long Beach, California 90810. The following PRIZM cluster is as described below:56 Multi-cultural families – midscale middle age family mix.35 Urban achievers – midscale middle age mostly without kids.63 Low-rising living – lower midscale middle age mostly without kids19 American dreams – upper midscale middle age mostly without kids.42 Multi-cultural mosaic – midscale middle age family mix.After carefully reviewing the data describe in the Clarita’s zip code look-up, I realize that most of the information is true. Society in my area are limited to few opportunities that may consider us low living urban mix families. The more common minorities such as Asian, Mexican, and African American are living amongst multi-cultural families in the suburbs. In addition, the statistics of US households is 1,635,260 whereas the median household income is around $69,765 (Prizm, 2022). Most cultural family had a mosaic experience growing up in the area. As many different families blend together to experience different food and experiences, so does multi-cultural families that became part of the newer generation.The information from the website help provided the demographics of the area. In marketing, this is very helpful to target what audience they are dealing with, thus creating a good business plan. Since our customers are all different walks of cultures, a company may need to understand the demographics of the area so there are no surprises. Where the company can target or even segment a portion of area, also can be helpful to conduct proper business by eliminating the unnecessary options. Overall, the information is quite accurate in understanding the marketing geodemographic of any area which in return will help any organization to start a good business plan. Second Student (David):Hello everyone!For this discussion, I looked at a Zip code in Camarillo, California and was not surprised at all by the PRIZM clusters that build to create Camarillo. The PRIZM clusters for Camarillo are: Traditional Times, Domestic Duo’s, Empty Nests, Second City Generations, and Toolbelt Traditionalists. From my experience when I was living there for six years, Camarillo is largely composed of older seniors, or working families that don’t have kids and this generally makes up most of Camarillo. It’s also in Ventura Country, which is easily one of the most expensive counties to live in all of California, which is already expensive as it is. The cluster that I feel came closest to describing me isn’t actually any of these at there is either Second City Generations, which is a low income family, or PRIZM’s without kids. I am doing decent for myself and my daughter, so we are kind of in our own bracket. So unfortunately, none of the PRIZM’s really matched me. I looked at some other zip codes that I used to live in, and I think the PRIZM that most closely matches me is called MiddleBurg Managers, as this matches the mix of my family, education, and our lifestyle. It’s not right on the money, but definitely the closest PRIZM as it gets to my family because we don’t own a Mercedes or shop at Nordstrum, that’s too much in California. A company can use geodemography to see if their companies mission statement, values, and product match with the local Prizms. A hipster company focused on younger generations would not excel in somewhere like Camarillo which is predominantly 65+ for instance. But would fair much better in a town like Santa Barbara in California, that is largely ruled by the younger generations.
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