KELOMPOK 2

Segment Pasar

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 9
 Target Marketing

 Terdapat 3 langkah yang harus dilakukan:

– Segmentasi Pasar: Mengidentifikasi dan
memprofil perbedaan kelompok pembeli dalam
memenuhi kebutuhan dan keinginannya
– Target Pasar: Memilih satu atau lebih segmen
pasar untuk dimasuki
– Market positioning: Mengembangkan dan
mengkomunikasikan inti perbedaan manfaat atas
penawaran perusahaan kepada pasar sasaran

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 9
Segmenting Consumer Markets

Bases for  Nation or

Segmentation country
 State or region
 Geographic  City or metro
 Demographic size
 Psychographic  Density
 Behavioral  Climate
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 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

Bases for  Lifestyle

Segmentation – Activities
– Interests
 Geographic – Opinions
 Demographic  Personality
 Psychographic  Core values
 Behavioral
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 9
Segmenting Consumer Markets

Bases for  Occasions

Segmentation  Benefits
 User status
 Geographic
 Loyalty
 Demographic  Attitude
 Psychographic
 Behavioral
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 9
Segmenting Consumer Markets

 Multi-attribute segmentation via

geoclustering combines multiple
variables to identify smaller, better-
defined target groups
– PRIZM Geoclustering system uses
demographic, geographic, lifestyle, and
behavioral characteristics

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 9
Segmenting Business Markets

 Rackman and Vincentis membagi 3

kelompok pembeli, yaitu :
– Pembeli yang berorientasi harga: best
served via transactional selling
– Pembeli yang berorientasi solusi: best
served by means of consultative selling
– Pembeli yang berorientasi strategic:
best served by means of enterprise
selling
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 9
 Prosedur Segmentasi Pasar

 Langkah Satu : Tahap Survei

Periset melakukan wawancara mengidentifikasi
pemahaman atas motivasi, sikap, dan perilaku
konsumen. Selanjutnya, periset menyiapkan
kuesioner untuk mengumpulkan data mengenai
atribut dan peringkat kepentingan atribut
tersebut; kesadaran merek dan peringkat merek;
pola-pola pemakaian produk; sikap terhadap
produk; kondisi demografis, geografis,
psikografis

©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