MKT 472 EXAM 2 UPDATED QUESTIONS
AND CORRECT ANSWERS.
Cluster analysis is which of the following?
- a technique for grouping people so that groups are most similar to one another
- a technique for grouping people so that groups are as far from the centroid as possible
- a technique for grouping people so that those in the same group are more like one another
compared with those in other groups
- a technique for grouping people so that those in the same group are different from one
another compared with those in other groups - ANS - 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?
- behavioral segmentation
- demographic segmentation
- psychographic segmentation
- cluster segmentation - ANS - behavioral segmentation *
A centroid is which of the following?
mean point of the Euclidean distance between parallel lines
center of mass of a geometric object of uniform density
average of all points within a cluster
midpoint of all points within a cluster - ANS center of mass of a geometric object of uniform
density *
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,Which is true about differentiated targeting?
- the firm commits all of its marketing resources to serve a single market segment
- the firm ignores the segmentation information and offer the same marketing effort to
everyone in the population
- the firm offers a different marketing mix to each individual
the firm targets each of the potential segments it discovers with a different marketing mix -
ANS 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 segmentation?
- behavioral segmentation
- psychographic segmentation
- demographic segmentation
- product segmentation - ANS psychographic segmentation
What is a dendrogram?
- a diagram illustrating a hierarchy of clusters
- a diagram of K-means clusters
- a diagram of Euclidean distances
- a diagram of dendrogenous segmentation - ANS a diagram illustrating a hierarchy of
clusters *
Which of the following statements is false?
- Hierarchical clustering seeks to build an ordering of groups.
- Hierarchical clustering is a type of K-means cluster analysis.
- Hierarchical clustering is often presented as a dendrogram. - ANS Hierarchical clustering is a
type of K-means cluster analysis. *
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, Which is not true about Euclidean distance?
- Euclidean distance is an integral part of hierarchical clustering.
- Euclidean distance is the straight-line distance between two points.
- Euclidean distance includes geographic and non-geographic distance calculations.
- Euclidean distance is the sum of squared differences in the distance measures between two
data points. - ANS Euclidean distance is an integral part of hierarchical clustering. *
Which is true about positioning?
- emphasizes serving all market segments by achieving a certain position in buyers' minds
technique
- is a technique for grouping people so that groups are most similar to each other.
- emphasizes serving a specific market segment by achieving a certain position in buyers' minds
- uses Euclidean distance to position people in a cluster map - ANS emphasizes serving a
specific market segment by achieving a certain position in buyers' minds *
Which is the third step of the Six Steps to Implementing STP?
- develop marketing mix for each target segment
- select the segment(s) you will target
- profile the segments
develop measures of segment attractiveness - ANS develop measures of segment
attractiveness
Which is true about designing A/B tests to extract maximum meaning?
- A and B should have identical content except for the hypothesized elements
- A and B should have different content except for the hypothesized elements
- A should always be the control
- A and B should have two levels each - ANS A and B should have identical content except for
the hypothesized elements
A/B tests are...
3 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
AND CORRECT ANSWERS.
Cluster analysis is which of the following?
- a technique for grouping people so that groups are most similar to one another
- a technique for grouping people so that groups are as far from the centroid as possible
- a technique for grouping people so that those in the same group are more like one another
compared with those in other groups
- a technique for grouping people so that those in the same group are different from one
another compared with those in other groups - ANS - 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?
- behavioral segmentation
- demographic segmentation
- psychographic segmentation
- cluster segmentation - ANS - behavioral segmentation *
A centroid is which of the following?
mean point of the Euclidean distance between parallel lines
center of mass of a geometric object of uniform density
average of all points within a cluster
midpoint of all points within a cluster - ANS center of mass of a geometric object of uniform
density *
1 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
,Which is true about differentiated targeting?
- the firm commits all of its marketing resources to serve a single market segment
- the firm ignores the segmentation information and offer the same marketing effort to
everyone in the population
- the firm offers a different marketing mix to each individual
the firm targets each of the potential segments it discovers with a different marketing mix -
ANS 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 segmentation?
- behavioral segmentation
- psychographic segmentation
- demographic segmentation
- product segmentation - ANS psychographic segmentation
What is a dendrogram?
- a diagram illustrating a hierarchy of clusters
- a diagram of K-means clusters
- a diagram of Euclidean distances
- a diagram of dendrogenous segmentation - ANS a diagram illustrating a hierarchy of
clusters *
Which of the following statements is false?
- Hierarchical clustering seeks to build an ordering of groups.
- Hierarchical clustering is a type of K-means cluster analysis.
- Hierarchical clustering is often presented as a dendrogram. - ANS Hierarchical clustering is a
type of K-means cluster analysis. *
2 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
, Which is not true about Euclidean distance?
- Euclidean distance is an integral part of hierarchical clustering.
- Euclidean distance is the straight-line distance between two points.
- Euclidean distance includes geographic and non-geographic distance calculations.
- Euclidean distance is the sum of squared differences in the distance measures between two
data points. - ANS Euclidean distance is an integral part of hierarchical clustering. *
Which is true about positioning?
- emphasizes serving all market segments by achieving a certain position in buyers' minds
technique
- is a technique for grouping people so that groups are most similar to each other.
- emphasizes serving a specific market segment by achieving a certain position in buyers' minds
- uses Euclidean distance to position people in a cluster map - ANS emphasizes serving a
specific market segment by achieving a certain position in buyers' minds *
Which is the third step of the Six Steps to Implementing STP?
- develop marketing mix for each target segment
- select the segment(s) you will target
- profile the segments
develop measures of segment attractiveness - ANS develop measures of segment
attractiveness
Which is true about designing A/B tests to extract maximum meaning?
- A and B should have identical content except for the hypothesized elements
- A and B should have different content except for the hypothesized elements
- A should always be the control
- A and B should have two levels each - ANS A and B should have identical content except for
the hypothesized elements
A/B tests are...
3 @COPYRIGHT 2025/2026 ALLRIGHTS RESERVED
