Open AccessAnalisis Segmentasi, Targeting Dan Positioning Melalui Program Siaran Pada Radio Mitra Batu
Author(s) -
Warter Agustim
Publication year - 2015
Publication title -
bip's/bip's: jurnal bisnis dan perspektif
Language(s) - English
Resource type - Journals
eISSN - 2715-2596
pISSN - 1979-4932
DOI - 10.37477/bip.v7i1.272
Subject(s) - market segmentation , advertising , business , marketing , order (exchange) , marketing strategy , product (mathematics) , publishing , target market , geometry , mathematics , finance , political science , law
This research was caused by the changing environment and other supporting factors. The changing of business pattern of seller market to buyer market made a company has to adapt their need and changing behaviour. By having this base a company need to do market segmenting, targeting, and positioning with broadcast program in order to serve customers having different characteristics. This research aimed to find out how to apply segmenting, targeting dan positioning (STP) in Mitra 97.0 FM Radio of Batu City in determining the marketing strategy by considering STP. This research used also descriptive method drawing the execution of STP and the lack of the company in implementing STP. Form the analysis result done, Mitra 97.0 FM Radio of Batu City tried to serve the large market and divide its customers (listeners) in several segmenting variables. The applied marketing strategy was by developing products and promoting sales by personal selling, publishing, and advertising. In executing this strategy Mitra FM Radio of Batu hoped that it could be a radio having incisive segments and advertising media for products agree with the customers (listeners) segment concerned.