Chewies has been the favorite candy of many Southerners for years.The caramel,peanut,marshmallow,and chocolate confectionery is distributed through retail outlets in the South-Eastern regions of America.Its manufacturers recently started selling the candy through certain mail-order catalogs.Through previous research and experience,the marketing managers were able to use the _____ segmentation approach to gather information that would help determine the appropriate target groups for mail-order catalogs for Chewies.
A)a priori
B)a posteriori
C)post hoc
D)mass market

Question

Quizplus · Accepted Answer

The a priori segmentation approach involves using pre-existing knowledge or hypotheses to segment the market. In this case, the marketing managers used previous research and experience to segment the market and identify target groups for their mail-order catalogs, fitting the description of a priori segmentation.

Chewies Has Been the Favorite Candy of Many Southerners for Years.The