1. DASAR – DASAR PEMASARAN
MINGGU KE VI
DASAR – DASAR PEMASARAN
Pokok Bahasan :
Segmentasai, Target Pasar
Tujuan Instruksional Khusus :
Menjelaskan konsep Segmentasi pasar
Menjelaskan target pasar
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2. Chapter 7
Market Segmentation, Targeting, and Positioning for Competitive Advantage
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3. 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
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4. Step 1. Market Segmentation Geographic Segmentation
World Region of Country
City or Metro Size
Density or Climate
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5. 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
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6. Step 1. Market Segmentation Psychographic Segmentation
Divides Buyers Into Different Groups Based on :
Social Class
Life Style
Personality
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7. 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
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8. 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.
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9. Target Marketing Strategies :
Undifferentiated
(mass) Mark
Differentiated (Segmented) Mark
Concentrated (niche) Mark
Mikro Markel
(local or individual) Mark
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10. 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
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