Abstract
To achieve the still-small target of insurance participants in Indonesia, as well as the potential benefits of market and company segmentation, empirical research into consumer needs and desires, as well as a management system capable of adapting business processes to these needs and desires, are required. Consumers in target sharia insurance participants make purchases based on the advantages offered or the potential of items and services to assist them in solving a specific problem. Companies might provide a wide range of items and services, but customers only purchase advantages or solutions to issues that the products and services in question provide.
Highlights
Abstrak Untuk mencapai target peserta asuransi yang masih kecil di Indonesia, serta potensi keuntungan dari segmentasi pasar dan perusahaan, riset empiris terhadap kebutuhan dan keinginan konsumen, serta sistem manajemen yang mampu mengadaptasi proses bisnis dengan kebutuhan dan keinginan tersebut, diperlukan
Consumers in target sharia insurance participants make purchases based on the advantages offered or the potential of items and services to assist them in solving a specific problem
Companies might provide a wide range of items and services, but customers only purchase advantages or solutions to issues that the products and services in question provide
Summary
Kriteria yang harus dipenuhi oleh segmen pasar agar proses segmentasi pasar menjadi efektif dan menguntungkan bagi perusahaan, antara lain: a. Dalam arti bahwa ukuran segmen pasar, serta luasnya dan daya belinya, semuanya dapat diukur. (Reachable), menyiratkan bahwa segmen pasar dapat diakses dan dilayani secara efisien. C. Sangat luas (substansial) untuk menguntungkan jika dipasok. D. Dapat dieksekusi (Actionable), memastikan keberhasilan setiap inisiatif yang dirancang untuk merekrut dan melayani ceruk pasar tersebut. E. Dapat dikenali (Differentiable), yaitu segmen dapat dikenali dari ciri-cirinya dan merespons penawaran program pemasaran secara berbeda
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