Pertemuan Kesebelas
Segmenting Markets
1
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
2
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.
3
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
4
Segmentation Variables
• Demographic Descriptors:
– Age
– Gender
– Income
– Occupation
– Education
– Race and ethnic origin
– Events
5
Segmentation Variables
• Geographic Descriptors:
– Trade area
• Behavioral Descriptors:
– Consumer needs
– Product usage
– Purchase influence
– Lifestyle
– Social class
6
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.
7