Pengertian SEGMENTING (dalam: BELCH; Advertising and Promotion)

Pengertian SEGMENTING (dalam: BELCH; Advertising and Promotion)


Pengertian SEGMENTING (EN) (dalam: BELCH)

Segmenting

It is not possible to develop marketing strategies for every consumer. Rather, the marketer attempts to identify broad classes of buyers who have the same needs and will respond similarly to marketing actions. As noted by Eric N. Berkowitz, Roger A. Kerin, and William Rudelius, market segmentation is Dividing up a market into distinct groups that have common needs and will respond similarly to marketing action. The segmentation process involves five distinct steps:
1.       Finding ways to group consumers according to their needs.
2.       Finding ways to group the marketing actions – usually the products offered – available to the organization.
3.       Developing a market  product grid to relate the market segments to the firm’s products or actions.
4.       Selecting the target segments toward which the firm directs its marketing actions.
5.       Taking marketing actions to reach target segments.

Bases for Segmentation

As shown in figure 2-4, several methods are available for segmenting markets. Marketers may use one of the segmentation variables or a combination of approaches. Consider the market segmentation strategy that might be employed to market snow skis. Let us review the bases for segmentation and examine some promotional strategies employed in each.
a. Geographic Segmentation.                                                              
                In the Geographic Segmentation approach, markets are divided into different geographic units. These units may include nations, states, counties, or even neighborhoods. Consumers often have different buying habits depending on where they reside.
b. Demographic Segmentation
                Dividing the market on the basis of demographic variables such as age, sex, family size, education, income, and social class is called demographic segmentation.

c. Psychographic Segmentation
                Dividing the market on the basis of the personality and/or lifestyle is referred to as psychographic segmentation. While there is some disagreement as to whether personality is a useful basis for segmentation, lifestyle factors have been used effectively. Many consider lifestyle the most effective criterion for segmentation.
                Psychographic segmentation has been increasingly accepted with the advent of the values and lifestyle (VALS) program. Although marketers employed lifestyle segmentation long before VALS and although a number of alternative-for example, PRIZM-are available, VALS remain one of the more popular options.
d. Behavioristic Segmentation
                Dividing consumers into groups according to their usage, loyalties, or buying responses to a product is behavioristic segmentation. For example, product or brand usage degree of use (heavy versus light), and/or brand loyalty are combined with demographic and/or psychographic criteria to develop profiles of market segment.
e. Benefit Segmentation
                In purchasing products, consumers are generally trying to satisfy specific needs and/or wants. They are looking for products that provide specific benefits to satisfy these needs. The grouping of consumers on the basis of attributes sought in a product is  known as benefit segmentation and is widely used. Consider the purchase of a wristwatch. While you might buy a watch for particular benefits such as accuracy, water resistance, or stylishness, other may seek a different set of benefits.





The Process of segmenting of Market
                The segmentation process develops over time and is an integral part of the situation analysis. It is in this stage that marketers attempt to determine as much as they can about the market: What need are not being fulfilled? What benefits are being sought? What characteristics distinguish among the various groups seeking these products and service? a number alternative segmentation strategies may be used. Each time a specific segment is identified, additional information is gathered to help the marketer understand this group.
           


TARGETING

Selecting Target Market
                The outcome of the segmentation analysis will reveal the market opportunities available. The next phase in the target marketing process involves two steps: (1) determining how many segment to enter and (2) determining which segments offer the most potential.

Determining how many Segments to Enter
                Three market coverage alternatives are available. Undifferentiated marketing involves ignoring segment differences and offering just one product or service to the entire market. For example, for many years Coca-Cola offered only one product version. While this standardized strategy saves the company money, it does not allow the opportunity to offer different version of the product to different markets. Differentiated marketing involves marketing in a number of segments, developing separate marketing strategies for each. The third alternative, Concentrated marketing, is used when the firm selects one segment and attempts to capture a large share of this market.

Determining which segments offer potential
                The second step in selecting market involves determining the most attractive segment. The firm must examine the sales potential of the segment, opportunities for growth, the competition, and its own ability to compete. Then it must decide whether it can market to this group. Stories abound of companies that have entered new markets only to find their lack of resource or expertise would not allow them to compete successfully.

 ORIGINAL POSTED BY:
HAFID MAULANA | UNIVERSITAS MERCU BUANA JAKARTA
Sumber: Ebook BELCH ADVERTISING AND PROMOTION





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