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Discuss the Marketing Segmentation, targeting, positioning, and differentiation (STP/D)

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Running Head: Assignment Review 3 MKT 325
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Running Head: Assignment Review 3 MKT 325
Usage of Demographic tools in order to establish demographics about customer segments
In Newark city with zip code of 12404, the proportion of white people is 91.4%. 4.1%
people are Hispanic/Latino. The proportion of black people is 1.8%. The Asian population ratio
is only 0.4%. The male and female proportions are 50.7% and 49.3% respectively. The highest
proportion of age group 40 to 49 years is 18.5%. The median age of male is 37 years and median
of female is 37.8 years. In this area, household’s income of 24.1% people lies between the ranges
$50,000 to $74,999. The unemployed ratio is only 3.1%. (ZIPskiny)
Segment the targeted customer groups
One method of segment the market is through the product that is required by the customer.
It is very important that firstly, identify the benefits that customer wants. Company should have
to keep in mind the customer requirement while making product. It is very important to analyze
market segments. It is important to look at the geographical area, demographic characteristics,
social groups, stages of family life cycle, personality, proportion of age groups. It is also
necessary to consider the frequency or purchasing pattern, quantity of purchase, attitude towards
the product or brand. It is very important to focus on the customer profile like age groups,
approximate household income or range of income, male and female, occupational like
professional, retired or not employed. It is also an important factor to analyze the customer
awareness channels like newspaper, mail and television. Organizations should have to focus on
the different types of customer and the benefits that customer want. (Bull., et al)
According to the demographic characteristics, organization should have to design the
products that attract the customers. Company should have to keep in mind the proportion of

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Running Head: Assignment Review 3 MKT 325
males and females and highest proportion of age group in that region or area while segmenting
the market.
Discussion Board
In the context of Newark city with the zip code 12404, the proportion of male is greater
than female. The organization should have to focus on the consumer behavior and consumer
preferences in that particular area or region. Different tools would be very helpful in order to
identify the target market like customer demographic profiles, culture, population and household
income etc.
Markets can be segmented on the basis of different factors like age, location, geographic
factors, demographic characteristics etc. target markets or segments should be large enough in
order to provide a solid customer base. The proportion of each segment should be large enough
in order to ensure return on investment. It is required to stable the segment population. (Bull., et
al)
It is reliable to target the market through demographic. Common demographic profiles of
consumer would be very helpful in order to target the market. The common demographic
comprises with the age, education, gender, marital status, occupation and household income.
(Williams et al., 2013)
Company can analyze the buying behavior of specific age group. In this area, the highest
percentage of age group is basically lies between 40 to 49 years. Company should keep in mind
the highest proportion of age group while production of the commodity. The mostly population

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