DASAR – DASAR PEMASARAN MINGGU KE VI DASAR – DASAR PEMASARAN Pokok Bahasan : Segmentasai, Target Pasar Tujuan Instruksional Khusus : Menjelaskan konsep Segmentasi pasar Menjelaskan target pasar DASAR2 PEMASARAN

Chapter 7 Market Segmentation, Targeting, and Positioning for Competitive Advantage DASAR2 PEMASARAN

Market Segmentation Target Marketing Market Positioning Dividing a market into istinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes Target Marketing The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter Market Positioning Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers DASAR2 PEMASARAN

Step 1. Market Segmentation Geographic Segmentation World Region of Country City or Metro Size Density or Climate DASAR2 PEMASARAN

Step 1. Market segmentation Demographic Segmentation Dividing the market into groups based on variables such as : Age Gender Family size or life cycle Income Occupation Education Religion Race Generation Nationality DASAR2 PEMASARAN

Step 1. Market Segmentation Psychographic Segmentation Divides Buyers Into Different Groups Based on : Social Class Life Style Personality DASAR2 PEMASARAN

Step 1. Market Segmentation Behavioral Segmentation Dividing the market into groups based on variables such as : Occasions Benefits User status Usage rate Loyalty status Readiness stage Atitude toward product DASAR2 PEMASARAN

Step 2. Market Targeting Evaluating Market Segments Segment Size and Growth Analyze current sales, growth rates and expected profitability for various segments. Segment Structural Attractiveness Consider effects of: competitors, availability of substitute products and, the power of buyers & suppliers. Company Objectives and Resources Company skills & resources needed to succeed in that segment(s). Look for Competitive Advantages. DASAR2 PEMASARAN

Target Marketing Strategies : Undifferentiated (mass) Mark Differentiated (Segmented) Mark Concentrated (niche) Mark Mikro Markel (local or individual) Mark DASAR2 PEMASARAN

Step 2. Market Targeting Market Coverage Strategies Company Marketing Mix Step 2. Market Targeting Market Coverage Strategies Market Company Marketing Mix 1 Segment 1 Company Marketing Mix 2 Segment 2 A. Undifferentiated Marketing Company Marketing Mix 3 Segment 3 Segment 1 Company Marketing Mix Segment 2 B. Differentiated Marketing Segment 3 C. Concentrated Marketing DASAR2 PEMASARAN