To accompany A Framework for Marketing Management, 2nd Edition

Presentasi berjudul: "To accompany A Framework for Marketing Management, 2nd Edition"— Transcript presentasi:

0 Mengidentifikasi Segment Pasar
PowerPoint by Karen E. James Louisiana State University - Shreveport To accompany A Framework for Marketing Management, 2nd Edition

1 To accompany A Framework for Marketing Management, 2nd Edition
Target Marketing Terdapat 3 langkah yang harus dilakukan: Segmentasi Pasar: Mengidentifikasi dan memprofil perbedaan kelompok pembeli dalam memenuhi kebutuhan dan keinginannya Target Pasar: Memilih satu atau lebih segmen pasar untuk dimasuki Market positioning: Mengembangkan dan mengkomunikasikan inti perbedaan manfaat atas penawaran perusahaan kepada pasar sasaran To accompany A Framework for Marketing Management, 2nd Edition

2 Segmenting Consumer Markets
Bases for Segmentation Geographic Demographic Psychographic Behavioral Nation or country State or region City or metro size Density Climate To accompany A Framework for Marketing Management, 2nd Edition

3 Segmenting Consumer Markets
Age, gender Income, education Family size Family life cycle Occupation Religion, nationality Generation Social class Bases for Segmentation Geographic Demographic Psychographic Behavioral To accompany A Framework for Marketing Management, 2nd Edition

4 Segmenting Consumer Markets
Bases for Segmentation Geographic Demographic Psychographic Behavioral Lifestyle Activities Interests Opinions Personality Core values To accompany A Framework for Marketing Management, 2nd Edition

5 Segmenting Consumer Markets
Bases for Segmentation Geographic Demographic Psychographic Behavioral Occasions Benefits User status Loyalty Attitude To accompany A Framework for Marketing Management, 2nd Edition

6 Segmenting Consumer Markets
Multi-attribute segmentation via geoclustering combines multiple variables to identify smaller, better-defined target groups PRIZM Geoclustering system uses demographic, geographic, lifestyle, and behavioral characteristics To accompany A Framework for Marketing Management, 2nd Edition

7 Segmenting Business Markets
Rackman and Vincentis membagi 3 kelompok pembeli, yaitu : Pembeli yang berorientasi harga: best served via transactional selling Pembeli yang berorientasi solusi: best served by means of consultative selling Pembeli yang berorientasi strategic: best served by means of enterprise selling To accompany A Framework for Marketing Management, 2nd Edition

8 Prosedur Segmentasi Pasar
Langkah Satu : Tahap Survei Periset melakukan wawancara mengidentifikasi pemahaman atas motivasi, sikap, dan perilaku konsumen. Selanjutnya, periset menyiapkan kuesioner untuk mengumpulkan data mengenai atribut dan peringkat kepentingan atribut tersebut; kesadaran merek dan peringkat merek; pola-pola pemakaian produk; sikap terhadap produk; kondisi demografis, geografis, psikografis To accompany A Framework for Marketing Management, 2nd Edition

9 Prosedur Segmentasi Pasar (Lanjutan)
Langkah Dua : Tahap Analisis Periset menerapkan analisis faktor terhadap data tersebut untuk membuang variabel-variabel yang berkorelasi tinggi, kemudian periset menerapkan analisis kelompok untuk menghasilkan jumlah segmen yang berbeda-beda secara maksimum. To accompany A Framework for Marketing Management, 2nd Edition

10 Prosedur Segmentasi Pasar (Lanjutan)
Langkah Tiga : Tahap Pembentukan Masing-masing kelompok di bentuk berdasarkn perbedaan sikap, perilaku, demografis, psikografis, dan pola media. Masing-masing segmen dapat diberi nama berdasarkan sifat-sifat dominannya To accompany A Framework for Marketing Management, 2nd Edition