Marketing & Me

This assignment should explicitly include material from the required course materials from weeks 4-6 and the assignment websites. You should also attempt to be both complete and concise.

1. For all work, to show understanding of what you are doing, be sure to paraphrase in your own words, even if you also cite from a particular source.
2. Do not cut and paste directly from any website or copy from other students, past or present. See syllabus for consequences of plagiarism.
   “JUST DO IT” and “REFLECT” to make these concepts “come alive.” Be sure to “SCORE!”

Use this assignment document as your template so that you systematically include all prompts, evidence (screenshots), your name(s), and your responses. Please delete all my work and all extraneous instructions from your assignments. Keep prompts and your responses. Organize, revise and edit into one file named in a single word or pdf file named "last name-first name-mm2-Your VALS primary segment- Your VALS secondary segment-Your Zip-primary Tapestry segment." For example, my submission would be in “celly-kirti- mm2-thinker-innovator-90275-top tier.” For a team, your file should be named "team name-mm2” and your assignment must include all team member full names on the first page with the following for each member: EACH member’s VALS primary segment-EACH member’s VALS secondary segment- EACH member’s Zip- EACH member’s primary Tapestry segment.
Geo-demographic Segmentation. The purpose of this exercise is to get you to see how a major geo demographic segmentation scheme works in the context of an area of interest to you.

INDIVIDUALLY, JUST DO IT!
Go to ESRI (https://www.esri.com/en-us/about/about-esri/overview), ESRI’s Tapestry (https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/get-tapestry), and their Tapestry Poster (https://www.esri.com/library/brochures/tapestry-segmentation.pdf). Explore the “Who we Are,” “What we Do,” and “Why we Do it” tabs on the home page; the “Overview” and “Success Stories” tabs on the Tapestry pages to learn about ESRI and Tapestry. Next click on “ZIP Lookup” (or click directly to (https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/zip-lookup).

Enter the five digit zip code of your current residence under ZIP Lookup tab. You will see a screen like the one below for my residential zip. Select two “Topics” and then you may also select others to learn who lives in your zip, how they spend their time, and what they do and own. Next do the same for your aspirational zip. Be aware of why you select the options you do—why are you interested in these?

Useful tips for special segments of our student population (Providing different strokes for different folks, so this is meaningful)
Residential students living in CSUDH dorms: If you prefer, you may select your home zipcode. International students: You may attempt to use this with your country; if not successful, you can do one of two things. 1. Do the research to find an zip describer equivalent service in your home country and contrast it to the one you are living in the U.S. in terms of the type of information available and its use to marketers. OR 2. Do this assignment with your current student zipcode and a city in the US you would love to have a job in and live in when you graduate (pretty much what the others are doing).
Veterans and others who have experience living overseas or interests in living overseas: See options for International Students above and customize to your interests.

GIS Segmentation (40 points, about 10 points for each)

1. Print screens to save results for each zip search. Include these in readable size (see example below).
2. Summarize: What have you learned about your zip and aspirational zip? What are some key differences between your current zip and your aspirational zip?
3. Think: Why did you select the descriptive variables you did? How are these variables in particular useful for marketers to segment the market? Select segments for targeting? Position their product in that market effectively?
4. Reflect: What about your ‘neighbors’ surprised you? What reinforced your knowledge about them?
   Example Zip: 90275 Rancho Palos Verdes, in 2016 (Note the changes over time from 2016 to 2019: the population got older, Pacific Heights segment has grown, and median income though it has increased, is still double that of the State). Also, from additional ESRI Zip explorations, I’ve learned that the population density has increased in my zip, and that while monthly credit card expenses are greater than the county and state, the percentage of financial optimists is lower. This is probably because of the older population with majority having achieved financial security and so not expecting to increase income in the next 12 months.
   A. Psychographic segmentation. The purpose of this exercise is for you to experience and explore this in the context of your own buyer behavior, attitude, opinions and lifestyle.

INDIVIDUALLY, JUST DO IT!
Visit the Strategic Business Insights webpage (http://www.strategicbusinessinsights.com/vals/) to get a firsthand understanding of a type of psychographic segmentation. Read the Jeep Case (http://www.strategicbusinessinsights.com/vals/free/2018-08jeepbrand.shtml). Click also on “About VALS” and “VALS for Business” to learn about this approach to segmentation. Then click on
“VALS Survey” and “Take the survey.” Or click http://www.strategicbusinessinsights.com/vals/presurvey presurvey.shtml. Before further exploration, print screen to save results. Then you may explore the eight segments including your own.

VALS. (40 points, about 10 points for each)

1. Include saved results in readable size.
2. Summarize: What two segments do you belong to? What are some characteristics of people in these segments? How is your primary segment different from and similar to any one segment closest to it on the chart in any direction?
3. Think: How is VALS segmenting and psychographic segmenting different from and similar to ESRI Zip segmenting and geographic segmenting? How is psychographic segmenting in particular useful for marketers to understand the market? Select segments for targeting? Position their product in that market effectively? Using the hierarchy of
   needs (based on Abraham Maslow’s classification of needs), what level(s) of needs
   do you think people in your primary segment most try to meet? Defend your response.
4. Reflect: What did you learn about yourself? What surprised you? What reinforced your knowledge about yourself? What did you learn about segmentation from doing this exercise beyond what you learned from the course materials? Why is this important?
   B. Positioning
   The purpose of the section is to help you through a hands-on drawing process to understand a positioning technique called perceptual mapping and how it is useful for positioning strategy.

INDIVIDUALLY, JUST DO IT! (40 points, about 10 points for each)

1. Back of the napkin exercise. Select a brand you use and
   love. What product category/industry/sector does it compete in? If it competes in multiple product categories, select one for this assignment. Identify three or more competitors for the brand within that product category. State two benefits you look for when buying this type of product. A benefit is something you gain, not an attribute (e.g., when buying a luxury pen, social acceptance is a benefit; high price is an attribute).
2. DO. Based on your own subjective assessment of the brand you love and its competitors, neatly draw a perceptual map (on the back of a clean napkin or clean piece of paper) showing where
   you rate the different brands along the two benefits you selected. Please scan/photograph and attach your perceptual map here. Make sure it is easy for your classmates/me to read. You may have to do this more than once.
3. THINK. Where did you “get” your beliefs about the brand from? Why are perceptual maps useful for marketers? For what types of decisions? How does it matter than other consumers may want other benefits from the same product?
4. REFLECT: How might the perceptual map of someone who is aware of these brands but not a user be different? Where could they get their information from? If you were in charge of this brand and product, what sorts of marketing strategy decisions could a perceptual map be useful for?
   OVERALL REFLECTION (30 points). NOTE: One team member must also post this to the M&M2 Discussion Board with all team member names.
   NOW STRETCH IT! REFLECT (you should also write a synthesis of your learning from working together if you are in a team)
   What is Tapestry? How many Tapestry segments are there across the U.S.? State how you think an understanding of Tapestry benefits marketers. What all can a business person/marketer learn about zips from the results of the zipcode lookup. Using any one of your own current and aspirational ZIP results, how might the ZIP composition of Tapestry segments help make the same or different marketing decisions? Why are the catchy segment names useful?

How was this work useful to you as a Consumer? Professional? What did you learn that could be useful to you or a potential employer? Focus especially on the added value of doing assignment this over the class materials.

Search online for a comic, comic strip, meme, short video, or company example from the recent press that summarizes visually your learning in M&M1 or M&M2. Attach, with a few explanatory words.
Everything you need to know and information is provided in the materials files. thank you*