1. Segmenting, Targeting and Positioning Pertemuan 21
Matakuliah : J0384 – Perilaku Konsumen
Tahun : Ganjil 2007/2008
Segmenting, Targeting and Positioning Pertemuan 21

2. EFFECTIVE TARGETING REQUIRES…
Identify and profile distinct groups of buyers who differ in their needs and preferences.
Select one or more market segments to enter.
Establish and communicate the distinctive benefits of the market offering.
Bina Nusantara

3. Targeting a group of customers who share a similar set of
SEGMENT MARKETING
Targeting a group of customers
who share a similar set of
needs and wants.
Bina Nusantara

4. EFFECTIVE TARGETING REQUIRES…
Identify and profile distinct groups of buyers who differ in their needs and preferences.
Select one or more market segments to enter.
Establish and communicate the distinctive benefits of the market offering.
Bina Nusantara

5. BEHAVIORAL SEGMENTATION
Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
Bina Nusantara

6. SEGMENTING FOR BUSINESS MARKETS
Demographic
Operating Variable
Purchasing Approaches
Situational Factors
Personal Characteristics
Bina Nusantara

7. DEMOGRAPHIC SEGMENTATION
Age and Life Cycle
Life Stage
Gender
Income
Generation
Social Class
Bina Nusantara

8. PROFILING AMERICAN GENERATIONS
GI Generation
Silent Generation
Baby Boomers
Generation X
Generation Y
Millenials
Bina Nusantara

9. MODELS OF SEQUENTIAL SEGMENTATION
Stage of decision
First-time prospects
Novices
Sophisticates
Orientation
Price-oriented
Solution-oriented
Strategic-value
Bina Nusantara

10. STEPS IN SEGMENTATION PROCESS
Needs-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Marketing mix strategy
Bina Nusantara

11. EFFECTIVE SEGMENTATION CRITERIA
Measurable
Substantial
Accessible
Differentiable
Actionable
Bina Nusantara