MKT 472 FINAL EXAM REVIEW QUIZ
QUESTIONS COMPLETE WITH 100%
VERIFIED 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. - ANSWERS-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 - ANSWERS-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 - ANSWERS-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 - ANSWERS-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 - ANSWERS-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 - ANSWERS-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. - ANSWERS-
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. - ANSWERS-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
QUESTIONS COMPLETE WITH 100%
VERIFIED 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. - ANSWERS-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 - ANSWERS-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 - ANSWERS-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 - ANSWERS-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 - ANSWERS-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 - ANSWERS-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. - ANSWERS-
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. - ANSWERS-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
