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![Figure 4. Nested approach to B2B segmentation (adopted from [18]).](profile/Drew-Franklin/publication/338438680/figure/fig3/AS:844872110047232@1578444616011/Nested-approach-to-B2B-segmentation-adopted-from-18_Q320.jpg)
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... listen to the Twitter chatter about brands to see which key phrases are associated with their brand and product offerings. According to Reuters Press [57], Dell computer company, Twitter played an important role in selling millions of dollars' worth of online products (Figure 7). ...
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Bu çalışmanın temel amacı; Orta Anadolu ve Batı Geçit Bölgelerinde buğday üreticileri için buğdayın anlamı ve ona atfedilen değeri ortaya koymaktır. Araştırmanın materyalini Tarım ve Orman Bakanlığı, Tarımsal Araştırmalar ve Politikalar Genel Müdürlüğüne (TAGEM) bağlı Araştırma Enstitüleri tarafından buğday çeşitlerini eken üreticilerden anket yolu...
Streaming music applications allow their users to listen to music that they did not collect, making music collecting voluntary for the first time in the history of music consumption. Using a questionnaire (n = 370), we aimed to measure streaming collection size and its relations to other variables. Results showed a large variability in streaming co...
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... Target audience analysis involves gathering and interpreting data about the audience's demographics, psychographics, and behavior patterns. This analysis helps marketers create relevant, engaging content that drives the desired actions (De Villiers, Tipgomut, & Franklin, 2020, Famoti et al., 2025a) [26,37] . There are several methods for conducting target audience analysis. ...
Content marketing is a crucial strategy for digital brands to enhance online engagement and drive sales. This review paper explores the essential elements of successful content marketing strategies: target audience analysis, diverse content creation, strategic distribution, engagement metrics, interactive content, personalization, user-generated content, and community building. By aligning content with the sales funnel and continuously optimizing performance based on data analysis, digital brands can effectively convert engagement into sales. The paper also discusses the implications of these findings for digital brands. It suggests areas for future research, including the impact of emerging technologies, new content formats, cultural contexts, and long-term effects on brand loyalty.
... Salah satu komponen inti dari pemasaran global adalah proses STP yaitu segmentasi (segmenting), penargetan (targeting), dan pemosisian (positioning) yang membantu organisasi mengidentifikasi dan secara efektif memenuhi berbagai kebutuhan pelanggan di berbagai negara dan wilayah. (Keegan & Green, 2020;Shajrawi & Khan, 2020;Villiers et al., 2020;Purfini & Yunanto, 2019;Spillan, 2010;Srinivasan, 2010;Howard, 2004;Gabrielsson & Gabrielsson, 2003;Steenkamp & Hofstede, 2002;Zins, 1999;Segal & Giacobbe, 1994;Baalbaki & Malhotra, 1993;Porter, 1986 (Kwak et al., 2021;Purfini & Yunanto, 2019;Dolničar et al., 2018;DeSarbo et al., 2017;Brito et al., 2015;Wu & Fu, 2010;Agarwal, 2003;Steenkamp & Hofstede, 2002;Zins, 1999;Zins, 1999;Montoya-Weiss & Calantone, 1999;Javalgi & Dion, 1999;Sudharshan & Winter, 1998;Segal & Giacobbe, 1994;Abratt, 1993;Baalbaki & Malhotra, 1993;Kharabe & Sardessai, 1985;Wind & Cardozo, 1974). Johansson (2009) menyatakan bahwa segmentasi pasar global terdiri dari dua tahap prosedur yaitu: a. Tahap macrosegmentation atau teknik pengelompokan, meliputi pengelompokan negara berdasarkan kriteria umum untuk mengidentifikasi kelompok negara yang memiliki karakteristik ekonomi dan budaya yang serupa, sehingga dapat merespons strategi pemasaran. ...
Pemasaran global adalah pendekatan strategis yang memungkinkan perusahaan memperluas jangkauan mereka di luar pasar domestik dan memanfaatkan peluang di arena internasional. Salah satu komponen inti dari pemasaran global adalah proses STP yaitu segmentasi (segmenting), penargetan (targeting), dan pemosisian (positioning) yang membantu organisasi mengidentifikasi dan secara efektif memenuhi berbagai kebutuhan pelanggan di berbagai negara dan wilayah. (Keegan & Green, 2020; Shajrawi & Khan, 2020; Villiers et al., 2020; Purfini & Yunanto, 2019; Spillan, 2010; Srinivasan, 2010; Howard, 2004; Gabrielsson & Gabrielsson, 2003; Steenkamp & Hofstede, 2002; Zins, 1999; Segal & Giacobbe, 1994; Baalbaki & Malhotra, 1993; Porter, 1986).
... Pasar global adalah lanskap yang kompleks dan beragam, di mana klasifikasi dan kategorisasi produk serta layanan memainkan peran penting dalam membentuk preferensi konsumen, manajemen rantai pasokan, dan kerangka peraturan. Manajer pemasaran sering memandang segmen pasar melalui perspektif produk dan pasar vertikal, namun sering mengabaikan variasi situasi pembelian di dalam segmen tersebut (Sharp et al., 2023;Neiman & Vavra, 2023;Villiers et al., 2020;Purfini & Yunanto, 2019;Brotspies & Weinstein, 2017;Badi, 2015;Segal-Horn, 2015;Bock & Uncles, 2002;Dibb, 2001;Sudharshan & Winter, 1998;Bunn, 1993;Dickson & Ginter, 1987;Cardozo, 1980). Pasar global sangat kompetitif, dengan produsen, distributor, dan pemasar yang memperdagangkan barang dan jasa untuk berbagai sumber daya, termasuk uang, waktu, testimoni, informasi, dan referensi dari konsumen lintas negara. ...
... Untuk tetap kompetitif, organisasi harus mengembangkan pemahaman mendalam tentang kebutuhan dan permintaan yang beragam dari berbagai prospek dan konsumen, memungkinkan mereka untuk menciptakan, menangkap, dan mengomunikasikan penawaran yang bernilai bagi pelanggan, klien, dan masyarakat secara luas. Proses segmentasi pasar ini sangat penting bagi kesuksesan bisnis yang berkelanjutan dalam ruang global yang sangat kompetitif (Villiers et al., 2020). ...
Banyak orang menganggap produk selalu berbentuk fisik, namun secara teknis, produk adalah segala sesuatu yang dapat ditawarkan kepada pasar untuk memenuhi kebutuhan atau keinginan, termasuk barang, jasa, pengalaman, acara, orang, tempat, properti, organisasi, informasi, dan ide. (Kotler dan Keller, 2021). Konsep produk menyatakan bahwa konsumen akan menyukai produk yang memiliki fitur berkualitas, kinerja unggul, atau inovatif. Namun, manajer sering kali terjebak dalam ketertarikan terhadap produknya sendiri, yang bisa menjadi kesalahan jika mereka berpikir produk yang lebih baik secara otomatis akan menarik konsumen. Seperti yang dialami banyak start-up, produk yang baik saja tidak cukup, produk harus diberi harga, didistribusikan, diiklankan, dan dijual dengan benar. (Kotler dan Keller, 2021).
Produk global merujuk pada produk yang dipasarkan dari satu negara ke negara lain secara luas dengan memperhatikan budaya, perilaku, dan adat istiadat negara tersebut. Hal ini meliputi bukan hanya makanan atau komoditas konsumsi, tetapi juga sumber daya alam seperti gas alam, minyak bumi, batubara, dan nikel. Terdapat dua faktor yang membedakan pasar barang industri dari pasar barang konsumsi: pertama, sifat produk itu sendiri; kedua, motivasi pengguna. Pasar global adalah lanskap yang kompleks dan beragam, di mana klasifikasi dan kategorisasi produk serta layanan memainkan peran penting dalam membentuk preferensi konsumen, manajemen rantai pasokan, dan kerangka peraturan. Manajer pemasaran sering memandang segmen pasar melalui perspektif produk dan pasar vertikal, namun sering mengabaikan variasi situasi pembelian di dalam segmen tersebut (Sharp et al., 2023; Neiman & Vavra, 2023; Villiers et al., 2020; Purfini & Yunanto, 2019; Brotspies & Weinstein, 2017; Badi, 2015; Segal-Horn, 2015; Bock & Uncles, 2002; Dibb, 2001; Sudharshan & Winter, 1998; Bunn, 1993; Dickson & Ginter, 1987; Cardozo, 1980).
... Teknikteknik ini dapat mencakup survei, wawancara, kelompok fokus, dan metode observasi, yang masing-masing memberikan data berharga yang membantu dalam segmentasi pasar berdasarkan persepsi nilai pelanggan dan meningkatkan proses pengambilan keputusan strategis untuk perusahaan. (Wardhana, 2023;Ansari, 2021;Zhao, 2020;Zulaikha et al., 2020;Villiers et al., 2020;Agrawalla, 2017;Kyryku, 2017;Kumar & Reinartz, 2016;Aghazadeh, 2015;Wang, 2014;Weinstein, 2013;Montoya-Weiss & Pynnönen et al., 2012;Fang & Xiong-jian, 2011;Karadag & Kim, 2006;Saif & Kim et al., 2006;Calantone, 1999;Sudharshan & Winter, 1998;Tinsley, 1988;Hlavacek & Ames, 1986;Kharabe & Sardessai, 1985). ...
... Segmentasi pasar berdasarkan nilai pelanggan memungkinkan bisnis untuk menyesuaikan strategi pemasaran mereka dengan segmen pelanggan tertentu, memastikan bahwa penawaran sesuai dengan kebutuhan yang berbeda dan meningkatkan kepuasan serta loyalitas pelanggan secara keseluruhan. (Wardhana, 2023;Ansari, 2021;Zhao, 2020;Zulaikha et al., 2020;Villiers et al., 2020;Agrawalla, 2017;Kyryku, 2017;Kumar & Reinartz, 2016;Aghazadeh, 2015;Wang, 2014;Weinstein, 2013;Montoya-Weiss & Pynnönen et al., 2012;Fang & Xiong-jian, 2011;Karadag & Kim, 2006;Saif & Kim et al., 2006;Calantone, 1999;Sudharshan & Winter, 1998;Tinsley, 1988;Hlavacek & Ames, 1986;Kharabe & Sardessai, 1985). Secara khusus, integrasi analitik data canggih (advanced data analytics) dan teknik pembelajaran mesin (machine learning techniques) memungkinkan wawasan yang lebih mendalam tentang segmentasi dan keterlibatan pelanggan, memungkinkan bisnis untuk merespons dengan lebih gesit terhadap perubahan perilaku dan preferensi konsumen serta mengoptimalkan penawaran mereka untuk melayani pasar tersegmentasi dengan efektif. ...
Tujuan utama dari analisis nilai pelanggan dalam riset pasar adalah untuk memaksimalkan profitabilitas perusahaan dengan cara fokus pada pelanggan yang paling berharga. Dengan mengidentifikasi pelanggan bernilai tinggi, mengoptimalkan strategi pemasaran, meningkatkan loyalitas, dan mencegah churn, perusahaan dapat memastikan pertumbuhan yang berkelanjutan dan kesuksesan jangka panjang. Contohnya, sebuah perusahaan SaaS (Software as a Service) menggunakan analisis nilai pelanggan untuk menemukan bahwa 20% pelanggan mereka menghasilkan 80% dari total pendapatan. Perusahaan kemudian memutuskan untuk menawarkan layanan prioritas dan dukungan pelanggan premium kepada segmen ini untuk memastikan mereka tetap berlangganan dan puas dengan layanan yang diberikan. 20% pelanggan dalam segmen ini menggunakan layanan secara teratur atau dengan intensitas tinggi yang menunjukkan frekuensi pembelian yang tinggi di mana eereka cenderung mengeluarkan lebih banyak uang dibandingkan dengan pelanggan lainnya dan juga menunjukkan tingkat loyalitas yang tinggi terhadap perusahaan.
... These discerning diners seek more than just superficial messaging; they crave authenticity, transparency, and alignment with their values. Traditional marketing may not effectively communicate a restaurant's commitment to sustainability, ethical practices, and health-conscious offerings, leaving mindful consumers feeling disconnected and unengaged (De Villiers et al., 2020). ...
People in Bangladesh know what they want and need to buy, which has changed the food business and made it necessary to use new marketing tactics. People who make purchases with ethics, sustainability, and health in mind are called mindful customers. The restaurant business should be honest, open, and socially responsible. In response to this new consumer trend, restaurant owners and marketers must develop new ways to draw and keep mindful consumers. This chapter focused on locally sourced products, showing sustainable practices, pushing healthy meal choices, and using social media and online platforms to express brand values. This chapter also talks about the problems the food industry faces and its strategies, such as supply chain limits, educating customers, and competition. It could include a better brand image, loyal customers, and long-term sustainability. Overall, this chapter gives valuable information about how mindful customers are changing. It also gives restaurant owners and advertisers tips on using this new paradigm in the Bangladesh restaurant business.
... The model has divided customers into groups groupings characterized by three index values: relevance (once customers can directly make most latest acquisition), recurrence (how often the consumer makes transactions), and financial value (how much the purchaser gets to spend on each purchase), and then gives e-commerce businesses the operational measures they need to keep potential customers and enhance profitability. Way of categorizing, but on the other side, has a significant wait than some other types of client information, especially data on browsing habits [5], [6]. Furthermore, various clients' repurchase cycles are different. ...
Customer predictive analytics has shown great potential for effective churn models. Thriving in today's telecommunications industry, discerning between consumers who are likely to migrate to a competitor is enormous. Having reliable predictive client behavior in the future is required. Machine learning algorithms are essential to predict customer turnovers, and researchers have proposed various techniques. Churn prediction is a problem due to the unequal dispersal of classes. Most traditional machine learning algorithms are ineffective in classifying data. Client cluster with a higher risk has been discovered. A support vector machine is employed as the foundational learner, and a churn prediction model is constructed based on each analysis of variance. The separation of churn data revealed by experimental assessment is recommended for churn prediction analysis. Customer attrition is high, but an instantaneous support can ensure that customer needs are addressed and assess an employee's capacity to achieve customer satisfaction. This study uses an analysis of variance (ANOVA) with a support vector machine (SVM), classification in analyzing risks in telecom systems It may be determined that SVM provides the most accurate forecast of customer turnover (95%). The projected outcomes will allow other organizations to assess possible client turnover and collect customer feedback.
... Coca-Cola uses the segmentation, targeting, and positing (STP) marketing model when designing its marketing strategies. The model is an excellent instrument in studying customers [4]. Coca-Cola Incorporation uses the marketing model to analyse the market and understand its business by analyzing the competition, corporate partners, and the entire firm (Coca-Cola, n.d). ...
... Marketers further differentiate between buyers and divide them into smaller segments that are fairly homogeneous in terms of need, resources, location, buying attitudes, or buying practices. The main purpose of segmentation activities is to ensure that potential and current customers can be reached more effectively and that communication, product, and service offerings can be matched to the unique needs of different consumers [De Villiers et al. 2019]. ...
... This cluster analysis confirms the importance of demographic variables and behavioural characteristics as important tools in the touristic market segmentation for visitors to Gjirokastra. These variables are considered to be important as noted by previous researchers examining market segmentation [Dolnicar 2002, Perdue 2004, Kazeminia et al. 2013, Camilleri 2017, De Villiers et al. 2019. ...
Tourism expenditures are an important indicator for measuring the impact of tourism on a destination. Information taken from the micro data of tourism expenditures, together with other socio-demographic characteristics of visitors, provides important data on the tourist demand for a destination. Visitor costs in combination with other variables can be used to profile the demand for tourist goods and services in the destination area. In this paper, the daily expenses of visitors in the Gjirokastra district of Albania are analysed. The Gjirokastra district is one of the more preferred regions and attracts a considerable number of domestic and foreign visitors, because it offers a diversity tourist attractions and services. For the purposes of this study, a survey of 200 visitors was conducted. The survey results were analysed with descriptive statistics via a cluster analysis. The survey provides detailed data on the daily expenses of visitors, divided into six main categories of a typical travel budget. Through the use of data mining cluster analysis, we identified and analysed the tourists’ daily expenses based on the purpose of their visit to the area of Gjirokaster.
This review explores the expenditure on marketing in South African medical schemes, which provide healthcare coverage to members in exchange for premium payments. The marketing services offered by these schemes aim to raise awareness, communicate value propositions, target specific demographics, educate, and inform, engage members, and ensure compliance and ethics. The study investigates the variations in marketing expenses based on scheme size, market position, and marketing objectives. It also examines the relationship between marketing costs and membership growth. Transparency, regulation, and improved reporting of marketing activities in the financial statements of medical schemes are highlighted as crucial. Key recommendations include establishing Key Performance Indicators KPIs between schemes and service providers, separating payment for performance indicators from member transfer costs, and collaborating with relevant regulatory bodies to protect consumer interests. The study also suggests maintaining marketing and distribution expenses below certain thresholds and registering and regulating entities involved in marketing-related services. Proposed regulatory bodies for collaboration include the Advertising Regulatory Board, National Consumer Commission, Consumer Goods and Services Ombudsman, and Independent Communications Authority of South Africa. By addressing these issues, medical schemes can enhance the effectiveness of their marketing efforts, improve member value, and ensure compliance with regulatory requirements.
Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human-machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.
