1

Pertemuan Kesebelas

Segmenting Markets

2

Segmentation and Competitive Advantage

• Market segmentation is the process of placing the buyers in a product market into subgroups so that the buyers in a segment display similar responsiveness to a particular marketing positioning strategy.

• Examining specific market segments helps to identify how a firm can (1) attain a close match between buyer’s preferences and the organization’s capabilities

3

Segmentation and Competitive Advantage

• (2) compare the organization’s strengths to those of the key competitors in each segment.

• Matching preferences with capabilities; Customer preferences can often be better satisfied within a segment, compared to the total market.

• Competitive advantage analysis; segment information helps management design effective marketing programs.

4

How Are Market Segments Best Defined?

• The process should identify one or more relatively homogeneous groups of prospective buyers with regard to their wants and needs

• Differences within one market segment should be small compared to differences across various segments

• The segmentation criteria should measure or describe the segments clearly enough so that members can be readily identified

• The segmentation process should determine the size and market potential of each segment for use in prioritizing which segments to pursue

5

Segmentation Variables

• Demographic Descriptors:– Age– Gender– Income– Occupation– Education– Race and ethnic origin– Events

6

Segmentation Variables

• Geographic Descriptors:– Trade area

• Behavioral Descriptors:– Consumer needs– Product usage– Purchase influence– Lifestyle– Social class

7

Conclusion

• Marketers and entrepreneurs who find new and insightful way to segment mature markets often uncover opportunities for uncontested market entry and rapid growth.

• Sharply defined target marketing enables marketers to differentiate from mass market leaders by giving consumers in a narrowly defined market segment what they want.