Saturday, October 27 2018, the Master of Management Study Program (Prodi) held a Marketing Management Guest Lecture on the topic of Market Segmentation. Located in the Seminar Room Campus 1 of STIE Perbanas Surabaya, this lecture was attended by at least 26 management master students from batch XXIV.

This guest lecture aims to provide students with a deep understanding of the importance of market segmentation. So far, the demands are for students who have to practice more and be equipped with more experience in the market field. This is realized by the preparation of a marketing strategy based on the theories that have been studied.

At the lecture, the presenters who were presented were General Manager of Sales & Marketing of PT. Total Access Indonesia, Achmad Dhorifi, S.Sos., M.M. He explained that there are two categories of companies dividing marketing strategies based on segmentation. According to him, market segmentation itself is dividing the market into one homogeneous group.

In studying Market Segmentation, students participating in guest lectures also need to know the biggest advantage for the company. For example, they need to know the market map of their company. With this competency, companies can calculate how many resources will be prepared for the cost of educating market segmentation, including being able to translate consumer desires.

Furthermore, Achmad Dhorifi emphasized companies that do not implement a market segmentation system but have significant turnover, including companies such as monopolies. Apart from monopolists, ideally there is nothing that does not apply market segmentation. In principle, no single product can serve all markets, so it needs to be shared. The market also has to be divided on the basis of formulating a marketing strategy. "If there is a company that does not apply (market segmentation, -red) but can still sell, it is a fortune," he concluded. (Andy.r)