Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

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.)

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 ...