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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment by R. Craig Lefebvre

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Chapter 4

Segmentation and Competition

Different stakeholders have different ideas about how to respond to global warming. Segmentation can help to identify the group most critical to success. (Image courtesy of iStock.)

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Learning Objectives

  • Discuss reasons for segmenting to define priority groups.
  • Describe the implications segmentation may have for social marketing strategy development.
  • Identify four tensions inherent in conducting research with vulnerable or at-risk population groups.
  • Formulate six or more questions that can be used to evaluate a proposed segmentation scheme.
  • Describe the different types of potential competitors to social ...

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