9/9/20141 Five types of customer needs – Stated needs (the customer wants an inexpensive car) – Real needs (the customer wants a car whose operating cost,

Presentasi berjudul: "9/9/20141 Five types of customer needs – Stated needs (the customer wants an inexpensive car) – Real needs (the customer wants a car whose operating cost,"— Transcript presentasi:

1 9/9/20141 Five types of customer needs – Stated needs (the customer wants an inexpensive car) – Real needs (the customer wants a car whose operating cost, not its initial cost, is low) – Unstated needs (the customer expects good service from the dealer) – Delight needs (the customer buys the car and receives a complimentary country’ road atlas) – Secret needs (the customer wants to be seen by friends as a value-oriented savvy consumer)

2 MEMILIH TARGET PASAR AGREGASI SEGMENTASI

3 Steps in Market Segmentation, Targeting and Positioning Market segmentation Market Targeting Market Positioning 1.Identify segment variables 2.Develop profile of resulting segments 1.Evaluate the attractiveness of each segment 2.Select the Target Segment (s) 1.Identify the possible positioning concept for each target segment 2.Select, develop and communicate the chosen post. concept

4 9/9/20144 DASAR SEGEMENTASI PASAR KONSUMEN Geographic segmentation Demographic Segmentation Behavioral segmentation

5 EVOLUSI ATRIBUT KEPUASAN KONSUMEN CostQualityDelivery Flexibility/ Responsiveness Innovation 1900 1960 1970 1980 1990 2000

6 KEBUTUHAN KONSUMEN kualitas nilai Kepuasan konsumen Service

7 STRAWBERRY BUSSINESS COMMERCIALLY STRAWBERRY TRANSPLANTS PRODUCTION JUICE STRAWBWERRY SELAI STRAWBERRY

8 BUSSINES NURTURING COMMERCIALLY HYDROPONICS VEGETABLE PRODUCTION

9 MENJAGA & MENGEMBANGKAN PASAR

10 Contoh Kasus PT Japfa (daging olahan) menciptakan Sozzis (sosis sebagai snack di blue ocean market) Bank Muamalat Indonesia (BMI) meluncurkan Shar’e (revitalisasi/reposisi pasar)

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