MKT 472 Final Exam Review Quiz Questions
With Complete Answers
Cluster analysis is which of the following?
a. a technique for grouping people so that groups are most similar to one
another
b. a technique for grouping people so that groups are as far from the centroid as
possible
c. a technique for grouping people so that those in the same group are more like
one another compared with those in other groups
d. a technique for grouping people so that those in the same group are different
from one another compared with those in other groups. - ANSWER c. a
technique for grouping people so that those in the same group are more like one
another compared with those in other groups
Which segmentation type is the best predictor of future outcomes?
a. behavioral segmentation
b. demographic segmentation
c. psychographic segmentation
d. cluster segmentation - ANSWER a. behavioral segmentation
A centroid is which of the following?
a. mean point of the Euclidean distance between parallel lines
b. center of mass of a geometric object of uniform density
c. average of all points within a cluster
d. midpoint of all points within a cluster - ANSWER b. center of mass of a
geometric object of uniform density
Which is true about differentiated targeting?
a. the firm commits all of its marketing resources to serve a single market
segment
b. the firm ignores the segmentation information and offer the same marketing
effort to everyone in the population
c. the firm offers a different marketing mix to each individual
d. the firm targets each of the potential segments it discovers with a different
marketing mix - ANSWER d. the firm targets each of the potential segments it
discovers with a different marketing mix
Segmenting people by their feelings about a product category would be an
example of which type of segmenting?
a. behavioral segmentation
b. psychographic segmentation
, c. demographic segmentation
d. product segmentation - ANSWER b. psychographic segmentation
What is a dendrogram?
a. a diagram illustrating a hierarchy of clusters
b. a diagram of K-means clusters
c. a diagram of Euclidean distances
d. a diagram of dendrogenous segmentation - ANSWER a. a diagram illustrating
a hierarchy of clusters
Which of the follow statements is false?
a. Hierarchical clustering seeks to build an ordering of groups.
b. Hierarchical clustering is a type of K-means cluster analysis.
c. Hierarchical clustering is often presented as a dendrogram.
d. Hierarchical clustering can be time-consuming with large datasets. -
ANSWER b. hierarchical clustering is a type of K-means cluster analysis
What is not true about Euclidean distance?
a. Euclidean distance requires at least one variable that measures spatiality.
b. Euclidean distance is the straight-line distance between two points.
c. Euclidean distance includes geographic and non-geographic distance
calculations.
d. Euclidean distance is the sum of squared differences in the distance
measures between two data points. - ANSWER a. Euclidean distance requires at
least one variable that measures spatiality
What is true about positioning?
a. emphasizes serving all market segments by achieving a certain position in
buyers' minds technique
b. is a technique for grouping people so that groups are most similar to each
other.
c. emphasizes serving a specific market segment by achieving a certain position
in buyers' minds
d. uses Euclidean distance to position people in a cluster map - ANSWER c.
emphasizes serving a specific market segment by achieving a certain position in
buyers' minds
Which is the third step in the six steps of implementing STP?
a. develop marketing mix for each target segment
b. select the segment(s) you will target
c. profile the segments
d. develop measures of segment attractiveness - ANSWER d. develop measures
of segment attractiveness
What is true about A/B testing to extract maximum meaning?
a. A and B should have identical content except for the hypothesized elements
With Complete Answers
Cluster analysis is which of the following?
a. a technique for grouping people so that groups are most similar to one
another
b. a technique for grouping people so that groups are as far from the centroid as
possible
c. a technique for grouping people so that those in the same group are more like
one another compared with those in other groups
d. a technique for grouping people so that those in the same group are different
from one another compared with those in other groups. - ANSWER c. a
technique for grouping people so that those in the same group are more like one
another compared with those in other groups
Which segmentation type is the best predictor of future outcomes?
a. behavioral segmentation
b. demographic segmentation
c. psychographic segmentation
d. cluster segmentation - ANSWER a. behavioral segmentation
A centroid is which of the following?
a. mean point of the Euclidean distance between parallel lines
b. center of mass of a geometric object of uniform density
c. average of all points within a cluster
d. midpoint of all points within a cluster - ANSWER b. center of mass of a
geometric object of uniform density
Which is true about differentiated targeting?
a. the firm commits all of its marketing resources to serve a single market
segment
b. the firm ignores the segmentation information and offer the same marketing
effort to everyone in the population
c. the firm offers a different marketing mix to each individual
d. the firm targets each of the potential segments it discovers with a different
marketing mix - ANSWER d. the firm targets each of the potential segments it
discovers with a different marketing mix
Segmenting people by their feelings about a product category would be an
example of which type of segmenting?
a. behavioral segmentation
b. psychographic segmentation
, c. demographic segmentation
d. product segmentation - ANSWER b. psychographic segmentation
What is a dendrogram?
a. a diagram illustrating a hierarchy of clusters
b. a diagram of K-means clusters
c. a diagram of Euclidean distances
d. a diagram of dendrogenous segmentation - ANSWER a. a diagram illustrating
a hierarchy of clusters
Which of the follow statements is false?
a. Hierarchical clustering seeks to build an ordering of groups.
b. Hierarchical clustering is a type of K-means cluster analysis.
c. Hierarchical clustering is often presented as a dendrogram.
d. Hierarchical clustering can be time-consuming with large datasets. -
ANSWER b. hierarchical clustering is a type of K-means cluster analysis
What is not true about Euclidean distance?
a. Euclidean distance requires at least one variable that measures spatiality.
b. Euclidean distance is the straight-line distance between two points.
c. Euclidean distance includes geographic and non-geographic distance
calculations.
d. Euclidean distance is the sum of squared differences in the distance
measures between two data points. - ANSWER a. Euclidean distance requires at
least one variable that measures spatiality
What is true about positioning?
a. emphasizes serving all market segments by achieving a certain position in
buyers' minds technique
b. is a technique for grouping people so that groups are most similar to each
other.
c. emphasizes serving a specific market segment by achieving a certain position
in buyers' minds
d. uses Euclidean distance to position people in a cluster map - ANSWER c.
emphasizes serving a specific market segment by achieving a certain position in
buyers' minds
Which is the third step in the six steps of implementing STP?
a. develop marketing mix for each target segment
b. select the segment(s) you will target
c. profile the segments
d. develop measures of segment attractiveness - ANSWER d. develop measures
of segment attractiveness
What is true about A/B testing to extract maximum meaning?
a. A and B should have identical content except for the hypothesized elements
