Segmentation is used in marketing to determine where to market, who to market to, and what channels in marketing to use. There are many ways a company can segment and research targeted markets, and companies use a variety of resources to learn more about a specific market segment. One way is based on location.

Research zip code 34475 in some of the resources provided below. Enter your zip code to access information and review the information about the area. Describe the attributes of the segments. What strategies should marketers use if they were trying to reach people in this area?

Below are a few internet resources on segmentation:

ESRI Tapestry Segmentation This site provides access to a toolyou can use to learn more about specific market segments using an area's zip code. Once you click on the link, scroll about halfway down the webpage to the section "Discover the power of data" and click on the zip code you want to research. Once you are on the page with the zip code research information, be sure to click on the top three "Tapestry Segmentation" for your selected zip code and review the detailed information on the PDF provided by the "Learn More" link. (Video overview of ESRI tapestry: https://www.youtube.com/watch?v=6Plyc-VoqhI)

US Census Bureau - Fact Finder This siteallows you to search for facts about communities in the United States. (Video on database overview: https://www.youtube.com/watch?v=XNtvO27r2g0)