Table of Contents >
   Part M. Social Marketing and Institutionalization of the ... >
      Chapter 45. Social Marketing of Successful Components of the ... >
         Section 4. Segmenting the Market to Reach the Targeted Popul... >
             Tools & Checklists - A checklist that summarizes the major points contained in the section. >

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