Jan Karon sold more than 10 million copies of her novels about Mitford, a fictitious town in North Carolina. Karon's series of books focus on small town life as seen through the eyes of an Episcopal priest who is honest and lovable and who believes strongly in God and the promotion of godly virtues. Viking Press, publisher of the books, initially determined the market segmentation strategy to use for the Mitford books was to target people who expressed a desire for Christian-value-based entertainment and who shopped at Christian bookstores. It conducted marketing research to determine the sizes and other characteristics of these markets across the country. Viking Press used a(n) _____ segmentation approach.

Question

Quizplus · Accepted Answer

An a priori segmentation approach is one in which the marketing manager has decided on the appropriate basis for segmentation in advance of doing any research on a market. Segmentation research is then conducted to determine the size of each of these groups and their demographic or psychographic profiles.

Jan Karon Sold More Than 10 Million Copies of Her