IDENTIFYING SEGMENTS

AND TARGET MARKETS

 MARKET SEGMENTATION LEVEL

MARKETING
SEGMENTS

NICHE
MARKETING

LOCAL
MARKETING

INDIVIDUAL
MARKETING
 MARKETING SEGMENTS

 The market segment  The task of marketers

consists of a group is identifying segments
customers who have a set and deciding which
segments to shoot
of needs and similar desires
NICHE MARKETING

That niche is a smaller customer group who are

looking for a different mix of benefits.
LOCAL MARKETING

 Local marketing is a marketing program

customized specifically to the needs and wants of
local customer groups in the field of trade,
environment, and even individual stores.
INDIVIDUAL MARKETING

 Customers are more initiatives in determine what to buy and how to.

Enter into the intenet or social media

Search for information
Evaluate product or service offerings
Criticize the Product
1. Designing Products
CONSUMER MARKET SEGMENTATION
POLICY
Geographical segmentation
Demographic segmentation
Psychographic segmentation
 Behavior segmentation
GEOGRAPHICAL SEGMENTATION

Country
State of
Region
District
 City or environment
DEMOGRAPHIC SEGMENTATION

Age and life cycle stage

Life Stage
Gender
Income
Generation
 Social classes
PSYCHOGRAPHIC SEGMENTATION

Psychography is the science of using psychology and

demographics to better understand consumers.
Personality
Lifestyle
 Value
BEHAVIOR SEGMENTATION

In behavioral segmentation, marketers sharing

buyers into groups based on their knowledge,
attitudes, users, or responses to a product

 TUGAS

1. Bagaimana perusahaan membagi pasar menjadi segmen-

segmen

2. Bagaimana perusahaan harus memilih pasar sasaran yang

paling menarik ?

3. Apa syarat segmentasi pasar yang efektif ?