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Section 4. Segmenting the Market to Reach the Targeted Population

___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:



___Physical/personal history



___Third party influences

___You have decided which segment to focus on, using five criteria:





___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