Materi Perkuliahan Manajemen Pemasaran Repository UNIKAMA

Mengidentifikasi Segment
Pasar
PowerPoint by Karen E. James
Louisiana State University - Shreveport
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 1 in Chapter 9

Target Marketing
 Terdapat 3 langkah yang harus dilakukan:
– Segmentasi Pasar: Mengidentifikasi dan
memprofil perbedaan kelompok pembeli dalam
memenuhi kebutuhan dan keinginannya
– Target Pasar: Memilih satu atau lebih segmen
pasar untuk dimasuki
– Market positioning: Mengembangkan dan
mengkomunikasikan inti perbedaan manfaat atas
penawaran perusahaan kepada pasar sasaran

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 2 in Chapter 9

Segmenting Consumer
Markets
Bases for
Segmentation
 Geographic
 Demographic
 Psychographic
 Behavioral
©2003 Prentice Hall, Inc.

 Nation or
country
 State or region
 City or metro

size
 Density
 Climate

To accompany A Framework for Marketing Management, 2nd Edition

Slide 3 in Chapter 9

Segmenting Consumer
Markets
Bases for
Segmentation
 Geographic
 Demographic
 Psychographic
 Behavioral
©2003 Prentice Hall, Inc.

 Age, gender
 Income, education

 Family size
 Family life cycle
 Occupation
 Religion, nationality
 Generation
 Social class

To accompany A Framework for Marketing Management, 2nd Edition

Slide 4 in Chapter 9

Segmenting Consumer
Markets
Bases for
Segmentation
 Geographic
 Demographic
 Psychographic
 Behavioral
©2003 Prentice Hall, Inc.

 Lifestyle
– Activities
– Interests
– Opinions

 Personality
 Core values

To accompany A Framework for Marketing Management, 2nd Edition

Slide 5 in Chapter 9

Segmenting Consumer
Markets
Bases for
Segmentation

 Occasions
 Benefits

 User status

 Geographic
 Demographic

 Loyalty
 Attitude

 Psychographic
 Behavioral
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 6 in Chapter 9

Segmenting Consumer
Markets
 Multi-attribute segmentation via
geoclustering combines multiple

variables to identify smaller, betterdefined target groups
– PRIZM Geoclustering system uses
demographic, geographic, lifestyle, and
behavioral characteristics

©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 7 in Chapter 9

Segmenting Business
Markets
 Rackman and Vincentis membagi 3
kelompok pembeli, yaitu :
– Pembeli yang berorientasi harga: best
served via transactional selling
– Pembeli yang berorientasi solusi: best
served by means of consultative selling
– Pembeli yang berorientasi strategic:

best served by means of enterprise
selling
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 8 in Chapter 9

Prosedur Segmentasi Pasar
 Langkah Satu : Tahap Survei
Periset melakukan wawancara mengidentifikasi
pemahaman atas motivasi, sikap, dan perilaku
konsumen. Selanjutnya, periset menyiapkan
kuesioner untuk mengumpulkan data mengenai
atribut dan peringkat kepentingan atribut
tersebut; kesadaran merek dan peringkat merek;
pola-pola pemakaian produk; sikap terhadap
produk; kondisi demografis, geografis,
psikografis
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 9 in Chapter 9

Prosedur Segmentasi Pasar
(Lanjutan)
 Langkah Dua : Tahap Analisis
Periset menerapkan analisis faktor
terhadap data tersebut untuk
membuang variabel-variabel yang
berkorelasi tinggi, kemudian periset
menerapkan analisis kelompok untuk
menghasilkan jumlah segmen yang
berbeda-beda secara maksimum.
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 10 in Chapter 9

Prosedur Segmentasi Pasar
(Lanjutan)
 Langkah Tiga : Tahap Pembentukan
Masing-masing kelompok di bentuk
berdasarkn perbedaan sikap,
perilaku, demografis, psikografis,
dan pola media. Masing-masing
segmen dapat diberi nama
berdasarkan sifat-sifat dominannya
©2003 Prentice Hall, Inc.

To accompany A Framework for Marketing Management, 2nd Edition

Slide 11 in Chapter 9