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SEGMENTASI

SEGMENTASI. Muji Sulistyowati mujisulistyowati@yahoo.com muji-s@fkm.unair.ac.id. DEFINISI. refers to the focusing of marketing efforts on a particular group breaking down the total heterogeneous market into smaller, more homogeneous groups that profitably satisfy. VARIABEL.

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SEGMENTASI

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  1. SEGMENTASI MujiSulistyowati mujisulistyowati@yahoo.com muji-s@fkm.unair.ac.id

  2. DEFINISI • refers to the focusing of marketing efforts on a particular group • breaking down the total heterogeneous market into smaller, more homogeneous groups that profitably satisfy

  3. VARIABEL • Geographic : urban >< rural • Demographic: age, sex, income, race, ethnic, etc. • Easily identifiable group. • Attitudinal : • Positive-negative-neutral; AIETA; KPDIC • can be determined through research • To be used in conjunction with demographics

  4. Lanjt….. • Behavioral : • It relates to actions • Life-styles : activities, interests & opinions of indiv • Usage rate : how often a product or services is used  ex : nonuser-light-moderate-heavy user • The consumers benefits

  5. Strategy to segment • 3 requirements to be successful in segmenting : • Measurability : the size of potential market • Accessibility : how easily a segment can be reached & served • Substantiality : relates to whether a particular segment warrants separate marketing attention • 3 Strategies : • Undifferentiated marketing • Concentrated marketing • Differentiated marketing

  6. Lembarkerja 3 • Identifikasiapakah program kesehatanSaudaratelahmelakukansegmentasiuntukmemasarkanprogramnya? • Identifikasidasarsegmentasi/ variabelsegmentasi yang digunakandalamimplementasi program kesehatantersebut.

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