Question 1

Behavior-related

Accepted Answer

A)  Occasion for usage 
B)  Readiness stage 
C)  Family life cycle 
D)  Termination 
A)  Occasion for usage 
B)  Readiness stage 
C)  Family life cycle 
D)  Termination C

Question 2

Describe each of the three major segments below:
-The Show Me Group

Accepted Answer

Just need someone to show them what do to be healthy, prevent injuries, protect the environment, and contribute to their communities. Information and education are typically all it takes.

Question 3

Which one is typically the largest?

Accepted Answer

Help Me

Question 4

What are two potential upstream audiences?

Accepted Answer

Nurseries, Landscaping Firms,

Question 5

Psychographic

Accepted Answer

A)  Lifestyle 
B)  Values 
C)  Personality 
D)  Attitude toward Product 
E)  Religion 
A)  Lifestyle 
B)  Values 
C)  Personality 
D)  Attitude toward Product 
E)  Religion

Question 6

For the Stages of Change Segments, assume they were all equal in size.
-Why?

Accepted Answer

They have already decided they

Question 7

What is one potential demographic segment you might target?

Accepted Answer

Age, gender, family size, fami

Question 8

Describe each of the three major segments below:
-The Help Me Group

Accepted Answer

Have some interest in doing the behavior

Question 9

What are the major benefits of selecting a Target Audience for your effort?

Accepted Answer

Increased Effectiveness, Incre

Question 10

Demographic

Accepted Answer

A)  Age 
B)  Nationality 
C)  Social Class 
D)  Gender 
E)  Religion 
A)  Age 
B)  Nationality 
C)  Social Class 
D)  Gender 
E)  Religion

Question 11

What is a potential behavior-related segment you might target?

Accepted Answer

Exercise less than t

Question 12

What was the primary segmentation variable used to identify the target audience?

Accepted Answer

Behavioral or Life S

Question 13

What Stage of Change would you target?

Accepted Answer

Precontemplators, Contemplator

Question 14

What other variable determined strategies employed?

Accepted Answer

Geographics (what pa

Question 15

What are two potential midstream audiences?

Accepted Answer

Neighbors, Homeowner

Question 16

What is an example of a downstream target audience?

Accepted Answer

The answer of What is an example of a downstream...

Question 17

Describe each of the three major segments below:
-The Make Me Group

Accepted Answer

Aren't at all interested in do

Question 18

What is one potential geographic segment you might target?

Accepted Answer

Urban, rural, neighb

Question 19

What segmentation variable did the authors of the case use to label the three groups: The Safe Responsibles, The Stoic Individualists, The Thrill-Seeking Socializers.

Accepted Answer

The answer of What segmentation variable did the authors of...

Question 20

Which one would you target to get increased numbers of people who have adopted the recommended behavior?

Accepted Answer

Preparatio

Behavior-related

Describe each of the three major segments below: -The Show Me Group

Which one is typically the largest?

What are two potential upstream audiences?

Psychographic

For the Stages of Change Segments, assume they were all equal in size. -Why?

What is one potential demographic segment you might target?

Describe each of the three major segments below: -The Help Me Group

What are the major benefits of selecting a Target Audience for your effort?

Demographic

What is a potential behavior-related segment you might target?

What was the primary segmentation variable used to identify the target audience?

What Stage of Change would you target?

What other variable determined strategies employed?

What are two potential midstream audiences?

What is an example of a downstream target audience?

Describe each of the three major segments below: -The Make Me Group

What is one potential geographic segment you might target?

What segmentation variable did the authors of the case use to label the three groups: The Safe Responsibles, The Stoic Individualists, The Thrill-Seeking Socializers.

Which one would you target to get increased numbers of people who have adopted the recommended behavior?

Understanding Social Marketing

10 Steps in the Strategic Marketing Planning Process

Determining Research Needs and Options

Choosing a Social Issue, Purpose, and Focus for Your Plan: Conducting a Situation Analysis

Setting Behavior Objectives and Target Goals

Barriers, Benefits, Motivators, Competition and Influential Others

Crafting a Desired Positioning

Product: Creating a Product Platform

Price: Determining Monetary and Nonmonetary Incentives and Disincentives

Place: Making Access Convenient and Pleasant

Promotion: Deciding on Messages, Messengers, and Creative Strategies

Promotion: Selecting Communication Channels

Developing a Plan for Monitoring and Evaluation

Establishing Budgets and Finding Funding

Creating an Implementation Plan and Sustaining Behavior

Filters

Exam 5: Segmenting, Evaluating, and Selecting Target Audiences

Behavior-related

Describe each of the three major segments below: -The Show Me Group

Which one is typically the largest?

What are two potential upstream audiences?

Psychographic

For the Stages of Change Segments, assume they were all equal in size. -Why?

What is one potential demographic segment you might target?

Describe each of the three major segments below: -The Help Me Group

What are the major benefits of selecting a Target Audience for your effort?

Demographic

What is a potential behavior-related segment you might target?

What was the primary segmentation variable used to identify the target audience?

What Stage of Change would you target?

What other variable determined strategies employed?

What are two potential midstream audiences?

What is an example of a downstream target audience?

Describe each of the three major segments below: -The Make Me Group

What is one potential geographic segment you might target?

What segmentation variable did the authors of the case use to label the three groups: The Safe Responsibles, The Stoic Individualists, The Thrill-Seeking Socializers.

Which one would you target to get increased numbers of people who have adopted the recommended behavior?

Understanding Social Marketing

10 Steps in the Strategic Marketing Planning Process

Determining Research Needs and Options

Choosing a Social Issue, Purpose, and Focus for Your Plan: Conducting a Situation Analysis

Setting Behavior Objectives and Target Goals

Barriers, Benefits, Motivators, Competition and Influential Others

Crafting a Desired Positioning

Product: Creating a Product Platform

Price: Determining Monetary and Nonmonetary Incentives and Disincentives

Place: Making Access Convenient and Pleasant

Promotion: Deciding on Messages, Messengers, and Creative Strategies

Promotion: Selecting Communication Channels

Developing a Plan for Monitoring and Evaluation

Establishing Budgets and Finding Funding

Creating an Implementation Plan and Sustaining Behavior

Filters