Segmenting markets and generating sound demographic, geographic, psychographic, and behavioristic profiles are critical to formulating advertising strategy. An abundance of market segmentation data is available on the Internet from both the government and the private sector. Peruse the following sample of online resources for target market information:
■ Claritas: www.claritas.com
■ Forrester Research: www.forrester.com
■ Market Segment Resource Locator: www.awool.com
■ Target Marketing: www.targetonline.com
■ U.S. Census Bureau American FactFinder:
http://factfinder.census.gov
■ USA Data: www.usadata.com
Now choose a company with a Web site and use one of these online resources to answer the following questions. Be sure to cite any online resources you used in addition to the above.
a. What type of segmentation approach did the company take (single-market, multiple-market, aggregate market)?
b. Develop a demographic profile, including age, income, education, and gender for the target market.
c. Describe the general geographic skew for the company’s market.
d. What consumption patterns are evident in the company’s consumers?