Community Tool Box - Section 4. Segmenting the Market to Reach the Targeted Population Table of Contents >
Chapter 45. Social Marketing of Successful Components of the ... >
Section 4. Segmenting the Market to Reach the Targeted Popul... >
Segmenting the Market to Reach the Targeted Population |
Tools & Checklists | Contributed by Phil Rabinowitz Edited by Bill Berkowitz, Jerry Schultz |
Checklist
Here you will find a checklist, summarizing the significant points of the section.
___You have segmented the market for the behavior change you seek, dividing people into groups based on shared criteria. these shared qualities may be or relate to:
___Demographic
___Geographic
___Physical/personal history
___Psychographic
___Bahavior
___Third party influences
___You have decided which segment to focus on, using five criteria:
___Measurability
___Accessibility
___Substantiality
___Actionability
___Position on the change scale
___You have chosen the type of social marketing campaign you will conduct, which is one of these types:
___Undifferentiated marketing
___Differentiated marketing
___Concentrated marketing
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