Roslina, Roslina (2020) Value Creation Through Segmentation Strategy and Green Segmentation. In: Green Consumer Marketing. PT Penerbit IPB Press, Bogor, Indonesia, pp. 297-316. ISBN 978-323-256-053-6
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Abstract
Value creation strategy requires an understanding of the relationship between customer needs and the services offered to generate value. Each customer has different needs and requires a different offer, so the company needs to segment the market to produce different profits for the company. The segmentation theory which states that all markets consist of consumer groups or segments with different needs is a very powerful tool for the development of successful commercial strategies. The segmentation is carried out by the company to reach different customer groups in certain markets and create the right value in the segment. To increase the effectiveness of industrial market segmentation, Verhallen et al (1998) propose the use of non- observable characteristics such as organizational strategy in addition to observable characteristics such as the size and location of the industry. Organizational strategy influences behavior, especially organizational behavior in making purchases. An understanding of organizational buying behavior can help companies to create the right value for the organization they are aiming for. Strategic segmentation can also be done by companies to create the right value for green consumers. Due to the importance of segmentation for companies in developing their competitive advantage, companies need to pay attention to the characteristics of the target market segments to provide the right value for their consumers.
| Item Type: | Book Section |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Roslina Roslina . |
| Date Deposited: | 15 Apr 2023 13:40 |
| Last Modified: | 15 Apr 2023 13:40 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/50545 |
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