BUS 421 CH 7 Quiz

Cluster analysis is which of the following? A) A technique for grouping people so that groups are as far from the centroid as possible B) A technique for grouping people so that those in the same group are more like one another compared with those in other groups C) A technique for grouping people so that those in the same group are different from one another compared with those in other groups D) A technique for grouping people so that groups are most similar to one another

B

Which of the following statements is false? A) Hierarchical clustering can be time-consuming with large datasets B) Hierarchical clustering is a type of K-means cluster analysis C) Hierarchical clustering seeks to build an ordering of groups D) Hierarchical clustering is often presented as a dendrogram

B

A centroid is which of the following? A) Mean point of the Euclidean distance between parallel lines B) Average of all points within a cluster C) Center of mass of a geometric object of uniform density D) Midpoint of all points within a cluster

C

What is a dendrogram? A) A diagram of dendrogenous segmentation B) A diagram of Euclidean distances C) A diagram illustrating a hierarchy of clusters A diagram of K-means clusters

C

Which is not true about Euclidean distance? A) Euclidean distance includes geographic and non-geographic distance calculations B) Euclidean distance is the sum of squared differences in the distance measures between two data points C) Euclidean distance is an integral part of hierarchical clustering D) Euclidean distance is the straight-line distance between two points

C

Which is true about positioning? A) Uses Euclidean distance to position people in a cluster map 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 buyer's minds D) Emphasizes serving all market segments by achieving a certain position in buyer's mind technique

C

Segmenting people by their feelings about a product category would be an example of which type of segmentation? A) Demographic segmentation B) Product segmentation C) Behavioral segmentation D) Psychographic segmentation

D

Which is the third step of the Six Steps to Implementing STP? A) Profile the segments B) Select the segment(s) you will target C) Develop marketing mix for each target segment D) Develop measures of segment attractiveness

D

Which is true about differentiated targeting? A) The firm commits all of its marketing resources to serve a single market segment B) The firm offers a different marketing mix to each individual C) The firm ignores the segmentation information and offer the same marketing effort to everyone in the population D) The firm targets each of the potential segments it discovers with a different marketing mix

D

Which segmentation type is the best predictor of future outcomes? A) Demographic segmentation B) Psychographic segmentation C) Cluster segmentation D) Behavioral segmentation

D