produk yang dapat memenuhi pola konsumsi mereka. Perbedaan ini membentuk segmen pasar. Segmentasi pasar adalah proses mengidentifikasi dan menganalisis subkelompok pembeli di pasar produk dengan karakteristik yang sama. SEGMENTATION AND MARKET-DRIVEN STRATEGY Market Segmentation and Value Opportunities Segmentasi mengidentifikasi kelompok pelanggan dalam pasar produk, masing-masing berisi pembeli dengan persyaratan nilai yang sama tentang atribut produk spesifik/merek. Segmen adalah target pasar
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fresh approach The Brief • How does the Greggs brand remain relevant across key consumer life stages? – Environmental scanning – Segmentation, targeting & positioning – Marketing Strategy Strategy Insight Customer Segmentation Format • • • • • • Our roles A little bit about Greggs... Insight: Trends and influences Customer Segmentation Marketing: Communicating to our customers Questions Greggs: The Trading Team Or try using this Introductions • Scott Graham
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Part A 1. Coupons Coupons are the promotional tools that can be redeemed for discounts when purchasing goods and services. Normally the manufacturers, wholesalers, or retailers issue coupons to their customers through several ways like direct mail, email, and messages. By placing coupons in magazines or newspapers, the company can attract the potential customers to try its product, and they will continue to buy it if the customers like it. Current customers are delighted when they receive the
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various elements of marketing process Evaluate costs and benefits of a marketing orientation for a selected organization. Show macro and micro environmental factors which influence marketing decisions. Propose segmentation criteria to be used for products in different markets Choose a targeting strategy for a selected product/service Explain how buyers’ behavior effects on marketing activities for “Green Villa” hotel 1 7-9 1.2 2 10 2.1 3 11-13 2.2 5 15 2.3 5
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[pic] EB 2006 Business Report 1. Introduction Coraline Cosmetics, one of the world’s largest direct sellers in global cosmetics, fragrances and toiletries industry, has enjoyed this reputation since mid-1980s. However, with the rapid development in this industry, the way of consumer behavior and the consumer’s preference have changed dramatically, which leads to the fact that fewer women bought products sold door-to door and few teenagers and young women wanted to
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Print Advertising – Market Targeting The Essure print advertisement uses multiple segmentation bases which include demographic and benefit segmentation to better define their target market. Within Demographic segmentation, the advertisement employs gender, age, family size, income and lifecycle to reach its intended market. The couple, in this photo, seems to be in their mid-thirties to mid-forties, have two children, seemingly middle class, and they plan to not have any more children, based
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Market Segmentation Market Segmentation is understanding the needs of key sectors that have been identified . There are 3 ways to divide the market : 1. Geographic — this is based on geographical outlines which consists of spending and income levels, purchasing habits and employment levels. 2. Demographic — this is splitting people according to their age, gender and income. 3. Behavioural — Segmentation based on the social class, lifestyle and personality of a household. An understanding
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Bauran Pemasaran (Marketing Mix) “Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the market.” (Marketing Management,1997) yang kurang lebih memiliki arti bauran pemasaran adalah kumpulan dari variabel-variabel pemasaran yang dapat dikendalikan yang digunakan oleh suatu badan usaha untuk mencapai tujuan pemasaran dalam pasar sasaran. Menurut Kotler (1997:92), “Marketing mix is the set of marketing tools that the firm uses to pursue its marketing
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Problem Definition: Richard Lopez works with Sony Electronics and in their computer department with VAIO laptops. He has been directed to propose a plan to management for targeting market segment(s) in China and how to position and target the computers toward that market. In the past VAIO has appealed to those who were concerned with a premium product that sleek and stylish. Many of their users were those who wanted to make a status statement and own a computer that had aesthetic attributes.
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