Muji Sulistyowati mujisulistyowati@yahoo.com muji-s@fkm.unair.ac.id SEGMENTASI Muji Sulistyowati mujisulistyowati@yahoo.com muji-s@fkm.unair.ac.id.

Presentasi berjudul: "Muji Sulistyowati mujisulistyowati@yahoo.com muji-s@fkm.unair.ac.id SEGMENTASI Muji Sulistyowati mujisulistyowati@yahoo.com muji-s@fkm.unair.ac.id."— Transcript presentasi:

1 Muji Sulistyowati mujisulistyowati@yahoo.com muji-s@fkm.unair.ac.id
SEGMENTASI Muji Sulistyowati

2 DEFINISI refers to the focusing of marketing efforts on a particular group breaking down the total heterogeneous market into smaller, more homogeneous groups that profitably satisfy

3 VARIABEL Geographic : urban >< rural
Demographic : age, sex, income, race, ethnic, etc. Easily identifiable group. Attitudinal : Positive-negative-neutral; AIETA; KPDIC can be determined through research To be used in conjunction with demographics

4 Lanjt….. Behavioral : It relates to actions
Life-styles : activities, interests & opinions of indiv Usage rate : how often a product or services is used  ex : nonuser-light-moderate-heavy user The consumers benefits

5 Strategy to segment 3 requirements to be successful in segmenting :
Measurability : the size of potential market Accessibility : how easily a segment can be reached & served Substantiality : relates to whether a particular segment warrants separate marketing attention 3 Strategies : Undifferentiated marketing Concentrated marketing Differentiated marketing

6 Lembar kerja 3 Identifikasi apakah program kesehatan Saudara telah melakukan segmentasi untuk memasarkan programnya? Identifikasi dasar segmentasi/ variabel segmentasi yang digunakan dalam implementasi program kesehatan tersebut.