Professional Documents
Culture Documents
Pasar
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 9
Target Marketing
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 9
Segmenting Consumer Markets
Age, gender
Bases for
Income, education
Segmentation
Family size
Geographic Family life cycle
Occupation
Demographic
Religion, nationality
Psychographic
Generation
Behavioral
Social class
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 9
Segmenting Consumer Markets
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 9
Segmenting Business Markets
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 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.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 9
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
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 9