Jan Karon has sold more than 10 million copies of her first six 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-values-based entertainment and who shopped at Christian bookstores. After copies of the first book in the Mitford series sold out extremely quickly, Viking did research and learned the Mitford series has the same appeal as Andy Taylor and Mayberry does to a mainstream audience. As a result, the books were made available to chains like Waldenbooks and Barnes & Nobles as well as independent book sellers. Viking used ______ approach to its segmentation strategy for subsequent titles in the series.
A) a priori
B) synthetic proposition
C) post hoc
D) a posteriori

Question

Quizplus · Accepted Answer

Post hoc segmentation is an approach in which people are grouped into segments on the basis of research findings.

Jan Karon Has Sold More Than 10 Million Copies of Her