26
Satisfaction
is
a
functional
result
of what
is
customers’
feels
compared
to
customers’ expectation. If
the result
is
far beyond the expected result, then customers
become unsatisfied. If the result
is
matching with the expected result, then customers
become
satisfied.
If the
result
is
overwhelming the expected result, then customers
become very satisfied.
2.5
Segmentation and Selecting Target Market
Similarly with a company, shopping center could not serve every customer in
the
large
market
share,
like
various
types of products and services. The number of
customers is very huge and has various needs in their shopping lists. Shopping center
needs to identify its market segment that they would serve so it will be more effective
in giving services to their customers.
Target Marketing
requires
marketers to take three
major steps: (Kotler,
Philips, 2000, p.256)
1. Identify
and profile distinct
groups of buyers who
might require separate product
or marketing mix (market segmentation)
2. Select one or more market segments to enters (market targeting)
3. Establish
and
communicate
the
product’s
key
distinctive
in
the
market
(market
positioning)
Market
segment
is
consisting
of
a
number
of
customers,
which
collectively
has
the
same
needs
and
wants.
In
other
word,
a
market
segment
consists
of
a
large
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