Muji Sulistyowati

mujisulistyowati@yahoo.com
muji-s@fkm.unair.ac.id
 refersto the focusing of marketing efforts on
a particular group

 breakingdown 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.