Muji Sulistyowati mujisulistyowatiyahoo com mujisfkm unair ac id

Muji Sulistyowati mujisulistyowati@yahoo. com muji-s@fkm. unair. ac. id

� 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

1. Geographic : urban >< rural 2. Demographic : age, sex, income, race, ethnic, etc. � Easily identifiable group. 3. Attitudinal : � Positive-negative-neutral; AIETA; KPDIC � can be determined through research � To be used in conjunction with demographics

4. Behavioral : � It relates to actions 1. Life-styles : activities, interests & opinions of indiv 2. Usage rate : how often a product or services is used ex : nonuser-light-moderate-heavy user 3. The consumers benefits

� 3 requirements to be successful in segmenting : 1. Measurability : the size of potential market 2. Accessibility : how easily a segment can be reached & served 3. Substantiality : relates to whether a particular segment warrants separate marketing attention � 3 Strategies : 1. Undifferentiated marketing 2. Concentrated marketing 3. Differentiated marketing

� Identifikasi apakah program kesehatan Saudara telah melakukan segmentasi untuk memasarkan programnya? � Identifikasi dasar segmentasi/ variabel segmentasi yang digunakan dalam implementasi program kesehatan tersebut.