Search form

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:

___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