1. Memfokuskan Strategi Pemasaran dengan Segmentasi dan Posisioning
Sumber : For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill

2. Tujuan Pembahasan
1. Mengerti mengapa strategi pemasaran menyangkut proses memfokuskan dari peluang yang besar pada bauran pemasaran dan target pasar yang spesifik. 2. Mengetahui tentang berbagai perbedaan dari peluang pemasaran. 3. Mengerti mengapa peluang pada pasar internasional harus dipertimbangkan. 4. Mengetahui difinisi pasar-pasar secara umum dan pasar-pasar produk.
5. Mengetahui apakah segmentasi pemasaran dan bagaimana membagi pasar produk kedalam bagian pasar. 6. Mengetahui 3 pendekatan pada perencanaan orientasi strategi pasar. 7. Mengetahui tentang kemungkinan penggunaan dimensi- dimensi pada segmentasi pasar. 8. Mengetahui apakah posisi produk- dan mengapa digunakan. 10. Mengetahui pentingnya periode yang akan datang.
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3. Proses Perencanaan Strategi Pemasaran
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-1 on p. 65 and Transparency 22. See also Transparency 21 and Overheads
This slide can be reused through the course to reinforce to students how individual topics relate to the “big picture”
Konsumen
Perusahaan
Pesaing S. W. O. T.
Segmentasi &
Target
Pembedaan
& Posisioning
Produk
Tempat
Promosi
Harga
Mempersempit untuk strategi difokuskan dengan kriteria penyaringan
Lingkupangan Pasar Eksternal
Target Pasar
Summary Overview
Marketing strategy planning tries to match opportunities to the firm’s resources and its objectives. A key feature of successful marketing strategy planning is identifying attractive opportunities uniquely fitted to the strengths of the firm.
Attractive Opportunities
Breakthrough Opportunities. The best opportunities come when innovators develop hard-to-copy marketing strategies that will be profitable for a very long time.
Teaching Tip: For a long time, Intel had a competitive advantage and high profits because most of the popular software was designed to work only on Intel computers.
Competitive Advantage. With or without a breakthrough opportunity, long run success requires competitive advantage -- that is, having a marketing mix that the target market sees as better than a competitor’s mix.
Differentiation. This means that the firm’s marketing mix if distinct from and better than what is available from a competitor. Differentiation often requires that the firm fine-tune all of the elements of its marketing mix to the specific needs of a distinctive target market.
S.W.O.T. Analysis. This analysis highlights advantages and disadvantages and is a useful aid for identifying relevant screening criteria and for zeroing in on a feasible strategy. It identifies and lists the firm’s strengths and weaknesses and its opportunities and threats. Then, these can be compared with the pros and cons of different strategies that are considered.
Exhibit 3-1
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4. Jenis-jenis peluang Empat jenis dasar suatu peluang Penetrasi Pasar
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-2 on p. 66 and Transparency 23 and Overhead 22.
Penetrasi
Pasar
Pengembangan
Produk
Difersifikasi
Produk saat ini
Produk baru
Empat jenis dasar suatu peluang
Pasar Saat ini
Pasar Baru
Summary Overview
The 2 x 2 grid on the slide provides a framework for marketers to think about the types of opportunities available for meeting customer needs. These four broad possibilities help marketers focus on different areas of opportunity.
Four Basic Types of Opportunities
Market Penetration. Market penetration means trying to increase sales of a firm’s present products in its present markets. This typically calls for a more aggressive marketing mix to increase the use or rate of purchase among current customers or to attract competitors’ customers or nonusers to the company’s products.
Market Development. Market development means trying to increase sales by selling present products in new markets. This type of opportunity can focus on either opening up new channels of distribution, as in going international for the first time, or on finding new uses for the product that will logically extend into new consumer markets.
Product Development. Product development means offering new or improved products to present markets. In response to the needs of present markets, this type of opportunity may add or modify product features, create several quality levels, or add more types and/or sizes of products to provide the present market with more choices.
Diversification. Diversification means moving into totally different lines of business. Diversification involves both new products and new markets and presents the most challenging opportunities. Because of this dual difference, diversification involves higher risks.
Locating Opportunities
The text points out the changing competitive conditions within the US (slowing population growth and leveling off of income) make it increasingly necessary for companies to pursue growth in faster-growing international markets.
Exhibit 3-2
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5. Mempertimbangkan peluang internasional
This slide relates to the material on pp
Keunggulan
Bersaing
Dunia yang lebih kecil
Summary Overview
In the ever-increasing interdependency of the global economy, marketing managers should consider international opportunities.
Reasons to Consider International Opportunities
It’s a Small World. From a business standpoint, the world is getting smaller -- and therefore more accessible to profitable business growth. There are two reasons for this. First, traditional barriers to international trade such as tariffs, regulations, monetary differences, and distribution are improving in favor of more trade. Second, telecommunications infrastructure -- the highway to move information -- is rapidly improving and expanding.
Teaching Tip: Anyone who thinks you can’t make money on the Internet should visit the Dell Computer web site. In 1997, Dell did a million dollars a day in web-based computer sales. In 1998, CEO Michael Dell announced the firm was doing $6 million a day, much of it coming from Europe!
Economies of Scale. Successful expansion into international markets can help drive down per unit manufacturing costs.
Early Start in New Markets. Innovators and early market share leaders stand the best chance of making profits. Getting there first in new international markets may be the key to long-term success for many firms.
Better Trends. The combination of variables affecting how well a firm competes may be better in international markets.
Tren yang
Lebih baik
Mulai Lebih
Awal
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6. Mempersempit Target Pasar
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-3 on p. 70 and Transparency 24. See also Overhead 23.
Pendekatan kombinasi target pasar
pendekatan target pasar tunggal
Pendekatan target pasar berganda
Seluruh
Kebutuhan
Konsumen
Umum
Perluasan
Pasar
Barang
homogen
(sejenis) Pasar Barang
Mempersempit pasar
Produk yang spesifik
Segmentasi
Pada targer pasar
Yang memungkinkan
Pendekatan
menyeleksi
target
pasar
Summary Overview
Searching for opportunities needs to be a systematic process to ensure that firms don’t overlook important prospects or use resources ineffectively. To search well, marketing managers should understand markets thoroughly and take a step-by-step approach to narrowing down opportunities for consideration from the broadest to most specific items.
Narrowing Target Markets
Market Defined. A market is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods and/or services that satisfy the customers’ needs. Market-oriented managers develop marketing mixes for specific target markets. The “narrowing-down” process is designed to move marketers away from mass-market approaches to target-market thinking.
Generic Market. A generic market is a market with broadly similar needs and sellers offering various, often diverse, ways of satisfying those needs.
Product-Market. In contrast to a generic market, a product market is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs.
Defining Product-Markets. A complete product-market description includes four parts:
Product type. This is the type of good and/or service offered.
Customer Needs. This refers to the needs of the customer (user) that are being met by the product.
Customer Types. This identifies who specifically is using the product.
Geographic Area. This identifies where the market is located.
In defining product-markets, marketers provide names for each level of definition that distinguishes it from other possible markets. This process helps focus the attention of the company on meeting customer needs.
Exhibit 3-3
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7. Definisi Umum Pasar Barang
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-4 on p. 72 and Transparency 25.
Definisi
Umum
pasar
Summary Overview
Searching for opportunities needs to be a systematic process to ensure that firms don’t overlook important prospects or use resources ineffectively. To search well, marketing managers should understand markets thoroughly and take a step-by-step approach to narrowing down opportunities for consideration from the broadest to most specific items.
Narrowing Target Markets
Market Defined. A market is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods and/or services that satisfy the customers’ needs. Market-oriented managers develop marketing mixes for specific target markets. The “narrowing-down” process is designed to move marketers away from mass-market approaches to target-market thinking.
Generic Market. A generic market is a market with broadly similar needs and sellers offering various, often diverse, ways of satisfying those needs.
Product-Market. In contrast to a generic market, a product market is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs.
Defining Product-Markets. A complete product-market description includes four parts:
Product type. This is the type of good and/or service offered.
Customer Needs. This refers to the needs of the customer (user) that are being met by the product.
Customer Types. This identifies who specifically is using the product.
Geographic Area. This identifies where the market is located.
In defining product-markets, marketers provide names for each level of definition that distinguishes it from other possible markets. This process helps focus the attention of the company on meeting customer needs.
Kebutuhan
Pelanggan
Jenis
Wilayah
Geografi
Jenis Produk
(barang dan atau jasa) +
Definisi
Pasar
Barang
Exhibit 3-4
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8. Segmentasi Pasar Pasar barang dalam arti luas (atau pasar umum)
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-5 on p. 74 and Overhead 24. See also Overhead 25.
Pasar barang dalam arti luas (atau pasar umum)
(Pasar barang pengendara sepeda)
Sub Pasar 1
(latihan)
Sub Pasar 2
(petualang
Off-road)
Sub Pasar 3
(Alat transportasi)
Sub Pasar 4
(bersosialisasi)
Sub Pasar 5
(Pecinta Lingkungan)
Summary Overview
Market segmentation is a two-step process of: (1) naming broad product-markets and (2) segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes to serve them. This process fails too often because the marketer does not realize the complexities of consumer behavior and attempts to categorize a market around too few consumer-related variables of distinction. Segmenting should be considered an aggregating process of clustering people with similar needs into individual market segments.
Market Segmentation
A market segment is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.
Good market segments meet the following criteria:
1. Homogeneous Within. The customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
2. Heterogeneous Between. The customers in different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
3. Substantial. The segment must be big enough to be profitable.
4. Operational. The segmenting dimensions should be useful for identifying customers and deciding on marketing mix variables.
Exhibit 3-5
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9. Pasar Barang menunjukkan
Segmentasi Pasar
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-6 on p. 74 and Transparency 26. See also Transparency 27.
Dimensi Status
Dimensi keterikatan
Pasar Barang menunjukkan
3 segmentasi
6 segmentasi
Summary Overview
Market segmentation is a two-step process of: (1) naming broad product-markets and (2) segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes to serve them. This process fails too often because the marketer does not realize the complexities of consumer behavior and attempts to categorize a market around too few consumer-related variables of distinction. Segmenting should be considered an aggregating process of clustering people with similar needs into individual market segments.
Market Segmentation
A market segment is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.
Good market segments meet the following criteria:
1. Homogeneous Within. The customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
2. Heterogeneous Between. The customers in different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.
3. Substantial. The segment must be big enough to be profitable.
4. Operational. The segmenting dimensions should be useful for identifying customers and deciding on marketing mix variables.
Exhibit 3-6
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10. Pendekatan Orientasi Pasar
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-7 on p. 76 and Transparency 28, See also Overhead 26.
There are several slides in this series; please see student handout pages.
Strategi
Bagian
Menggunakan pendekatan target pasar tunggal— dapatkah membidik sebuah one submarket with one marketing mix
Summary Overview
Market-oriented strategies refine the segmentation process into actionable submarkets.
Three Basic Ways to Develop Market-Oriented Strategies
1. Single Target Market Approach. This involves segmenting the market and picking one of the homogeneous segments as the firm’s target market.
2. Multiple Target Market Approach. This involves segmenting the market and choosing two or more segments, then treating each segment as a separate target market needing a different marketing mix.
3. Combined Target Market Approach. This involves combining two or more submarkets into one larger target market as a basis for one strategy. This strategy seeks economies from having one effort serve more than one market but is risky in that more focused competitors are very likely to do a better job meeting target needs.
Exhibit 3-7
3-10

11. Pendekatan Orientasi Pasar
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-7 on p. 76 and Transparency 28. See also Overhead 26.
Strategi 3
Strategi 2
Strategi 1
Bagian
Menggunakan pendekatan target pasar ganda— dapatkah membidik lebih dari dua sub pasar dengan bauran pemasaran yang berbeda
Summary Overview
Market-oriented strategies refine the segmentation process into actionable submarkets.
Three Basic Ways to Develop Market-Oriented Strategies
1. Single Target Market Approach. This involves segmenting the market and picking one of the homogeneous segments as the firm’s target market.
2. Multiple Target Market Approach. This involves segmenting the market and choosing two or more segments, then treating each segment as a separate target market needing a different marketing mix.
3. Combined Target Market Approach. This involves combining two or more submarkets into one larger target market as a basis for one strategy. This strategy seeks economies from having one effort serve more than one market but is risky in that more focused competitors are very likely to do a better job meeting target needs.
Exhibit 3-7
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12. Pendekatan Orientasi Pasar
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-7 on p. 76 and Transparency 28. See also Overhead 26.
Mengkombinasikan
Strategi
Menggunakan pendekatan kombinasi target pasar—dapatkah membidik pada dua atau lebih sub pasar dengan bauran pemasaran yang sama
Summary Overview
Market-oriented strategies refine the segmentation process into actionable submarkets.
Three Basic Ways to Develop Market-Oriented Strategies
1. Single Target Market Approach. This involves segmenting the market and picking one of the homogeneous segments as the firm’s target market.
2. Multiple Target Market Approach. This involves segmenting the market and choosing two or more segments, then treating each segment as a separate target market needing a different marketing mix.
3. Combined Target Market Approach. This involves combining two or more submarkets into one larger target market as a basis for one strategy. This strategy seeks economies from having one effort serve more than one market but is risky in that more focused competitors are very likely to do a better job meeting target needs.
Exhibit 3-7
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13. Dimensi Segmentasi Dimensi Kualitas Dimensi yang Menentukan
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-12 on p. 80 and Transparency 30. See also Transparency 31 and Overheads
Seluruh Dimensi Potensial
Dimensi Kualitas
Dimensi yang Menentukan
(Jenis Produk)
Dimensi yang menentukan
(Brand Specific)
Perilaku Pembeli yang relevan
Jenis Pelanggan yang relevan
Pengaruh pembelian yang spesifik
Label yang atraktif
Focus:
Fokus:
Fokus :
Summary Overview
Market segmentation forces marketing managers to decide which product-market dimensions might be useful for planning marketing strategies. Segmenting dimensions guide marketing mix planning. Ideally, a product-market will be described in terms of customer behavior, customer urgency to satisfy his or her needs, and customer geographic location.
Segmentation Dimensions
Consumer Markets may be segmented along many dimensions, such as behavioral, geographic, and demographic. Business/Organizational markets may be segmented along dimensions such as the kind of relationship with the company, type of customer, demographics, length of product use, type of buying situation, or purchasing method. To select among so many choices, two key concepts are helpful:
Qualifying Dimensions. Qualifying dimensions are those relevant to including a customer type in a product-market. For example, customers must have enough money to afford a specific product in order to qualify as a potential market. Qualifying dimensions help identify the “core features” that must be offered to everyone in a product-market.
Determining Dimensions. Determining dimensions are those that actually affect the customer’s purchase of a specific product or brand in a product-market. For example, customers in need of a general product category can be further segmented into groups for whom various product features meet relatively more important needs to the customer. In the car-market, for instance, “sporty” and “economical” might be different determining dimensions for different consumers.
Exhibit 3-12
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14. Posisioning dari perbedaan produk sabun mandi
This slide relates to the material on pp
Instructor’s Note: This slide corresponds to Exhibit 3-13 on p. 86 and Transparency 32. See also Overheads
Pelembab
tinggi
Tone
Zest 7 4
Lever 2000
Dove 2 5
Safeguard
Summary Overview
Computer-aided methods afford marketers additional help in segmenting markets. The ability of the computer to record, sort, recombine, and analyze a great many variables relating to consumer behavior at the same time allows marketers to develop much more sophisticated market segments.
More Sophisticated Techniques for Segmentation and Positioning
Clustering. Clustering techniques try to find similar patterns within sets of data. Patterns of behavior can be combined into new needs analysis and product design and marketing communications can focus on how these needs can be filled.
Database Sorting. Past customer behavior is often the source of information about new purchase opportunities or identification of cyclical buying habits.
Teaching Tip: Database sorting is especially helpful in providing services. For example, a financial advisor enters a great deal of information about a client in a database. By contacting the client before key events, such as an wedding anniversary, the advisor demonstrates to the client the importance of their continuing relationship and how well the advisor has internalized what is important to the client.
Differentiation. Differentiation refers to how the marketer tries to distinguish her or his offer in the marketplace -- how it is set off from the competition in hopefully meaningful ways.
Positioning. Positioning refers to how customers think about proposed and/or present brands in a market. Marketing managers must always remember that it is the customer’s perception of where a product or brand is in relation to the other choices that is important.
Lux 8
Nondeodorant 3
Deodorant 1
Lava
Dial
“Ruang Produk” merepresentasikan konsumen pada perbedaan label produk dari sabun mandi
Lifebuoy 6
Pelembab
rendah
Exhibit 3-13
3-14