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Marketing

Strategy
Segmentation and customer insight in contemporary
service marketing practic:
why grouping customers is no longer enough

Disusun Oleh:

Ana Rimbasari 582


Virgilius 540
Yulius Yohanes 573
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Gambaran Umum Penelitian


Introduction

Literature Review

Research Methodology

Finding

Discussion

Managerial Implication

Conclusion
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Introduction
Introduction
Peran
segmentasi
berubah
Question?
1. Have market segmentation
processes been superseded by
distinct customer insight
process?
2. How do contemporary
companies define their
segments?
3. How is segmentation being
implemennted or (as we prefer
to refer to it) actioned?
Customer
insight
3

Literature Review
• First proposed market segmentation as an alternative market
development technique to product differentiation in imperfectly
Wendell
Smith (1956) competitive markets.

• Recently, the ethos and need for segmentation has been cast into
doubt, as it juxtaposes with relationship marketing, where
Coviello et all
2002 individualisation rather than grouping customers is key.

• In summary, segmentation research has focused around choosing


segmentation bases, as opposed to how a segmentation programme
Dibb and
Simkin 1997 is used once generated – with some notable exceptions.
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Research Methodology
Case Based Qualitative Research
Metodology

Interview 5
Purposive perusahaan Di olah menggunakan
Sampling Nvivo

15 perusahaan
5

Finding
6

Discussion
Proposition
P1

P7 P2

P6 P3

P5 P4
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Managerial Implication
tujuan menjadi
peran bagian kenyataan
penjualan
harus
menambah skill memahami
marketing kebutuhan
pelanggan
organisasi sebaiknya
mengembangkan
pengetahuan customer
insigh
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Conclusion
similar in-depth
exploration with
early adopters is
Events and triggers needed
require further in-
depth qualitative
exploration

These more specific


studies would be
well complemented
by descriptive
survey work
exploring current
practice

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