Strategic Market Segmentation
Strategic Market Segmentation
MARKET
SEGMENTATION
Pasca Sarjana Magister Manajemen
Universitas Brawijaya
Segmentasi Pengiklanan
Vs Strategi Segmentasi
Identifikasi sasaran
yang memiliki
tanggapan yang
berbeda dari pesan
yang telah
disampaikan
Strategic
Strategic
Segmentation
Segmentation
Managerial
Managerial
Segmentation
Segmentation
Operational
Operational
Segmetation
Segmetation
Market Segmentation
Finding market
that have
similar responsivness
Opportunity
Show significant
demand function
Competitor B
Competitor C
Consumer
satisfaction
Market
Competitor A
Competitor D
New Space
Market
Market Segmentation
Produk
Kompo
nen
Promo
si
Harga
Pelaya
nan
Pendu
kung
Distrib
utor
Strategic
Positioning
Defining Market to be
Segmented
Mengestimasikan
Identifying Market
Geograp
Geographic location may be useful for
Segments
hic & segmenting
product-markets
useful in segmenting
markets, selecting
Variabel
Segment
asi
Demogr
aphic
Psikogra
fis
How
product
used
Need
and
Preferen
ce
Purchase
behavior
Consum
er Need
Attitude
Percepti
on
Mengerti bagaimana
memuaskan pelanggan
atas kebutuhannya
Sikap yang mendasari konsumen
atas suatu produk terbangun dari
pengalaman, interaksi dengan
pembeli lain atau dari kegiatan
marketing