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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 5
Segmenting, Evaluating, and Selecting Target Audiences
CHAPTER SUMMARY
Selecting target audiences is a three-step process: (1) Segment the market,
(2) evaluate segments, and (3) choose one or more segments for targeting.
Traditional variables used to describe consumer markets include
demographics, geographics, psychographics, and
behavior variables. Five additional models frequently used by social
marketing practitioners include stages of change, di*usion of innovation,
healthstyles segmentation, environmental segmentation, and generational
segmentation.
Target audiences are evaluated based on efficiency and effectiveness
measures, using nine variables outlined by Andreasen and presented in this
text: segment size, problem incidence, problem severity, defenselessness,
reachability, general responsiveness, incremental costs, responsiveness to
marketing mix, and organizational capabilities.
Three common targeting approaches include undifferentiated
marketing (same strategy for all segments), differentiated marketing
(di*erent strategies for different audiences), and concentrated marketing
(only a few key segments are targeted and with unique strategies).
It is recommended that the markets of “greatest opportunity” be
recognized as those that have the greatest need, are most ready for action,
are easiest to reach, and are the best match for the organization. (See
Appendix A for a worksheet on prioritizing target audiences.)
