Professional Documents
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Strategy
Segmentation and customer insight in contemporary
service marketing practic:
why grouping customers is no longer enough
Disusun Oleh:
Literature Review
Research Methodology
Finding
Discussion
Managerial Implication
Conclusion
2
Introduction
Introduction
Peran
segmentasi
berubah
Question?
1. Have market segmentation
processes been superseded by
distinct customer insight
process?
2. How do contemporary
companies define their
segments?
3. How is segmentation being
implemennted or (as we prefer
to refer to it) actioned?
Customer
insight
3
Literature Review
• First proposed market segmentation as an alternative market
development technique to product differentiation in imperfectly
Wendell
Smith (1956) competitive markets.
• Recently, the ethos and need for segmentation has been cast into
doubt, as it juxtaposes with relationship marketing, where
Coviello et all
2002 individualisation rather than grouping customers is key.
Research Methodology
Case Based Qualitative Research
Metodology
Interview 5
Purposive perusahaan Di olah menggunakan
Sampling Nvivo
15 perusahaan
5
Finding
6
Discussion
Proposition
P1
P7 P2
P6 P3
P5 P4
7
Managerial Implication
tujuan menjadi
peran bagian kenyataan
penjualan
harus
menambah skill memahami
marketing kebutuhan
pelanggan
organisasi sebaiknya
mengembangkan
pengetahuan customer
insigh
8
Conclusion
similar in-depth
exploration with
early adopters is
Events and triggers needed
require further in-
depth qualitative
exploration