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Lee, Social Marketing, Fourth Edition Instructor’s Resources
Chapter 6
Segment, Evaluate, and Select Target Audiences
DISCUSSION QUESTIONS
1. For a campaign targeting tobacco cessation, describe three potential
target audience segments using at least three segmentation variables.
2. Why do you think many program planners have concerns with a
concentrated (niche) marketing approach? What advice do you have?
3. Describe for physical activity each of the following segments:
Precontemplation
Contemplation
Preparation
Action
Maintenance
Termination
4. What are the four criteria the authors suggest for selecting markets of
greatest opportunity?
5. Marketing Highlight
What was the product offered the Coal Miners?
For the South Asian Communities in California, what midstream
audience did they leverage?
After reading this case, can you imagine one strategy that would
have been as effective for all groups?
6. Research Highlight
How does the promotional strategy line up with the barriers and
motivators identified during the research? Or does it?
