MKT 474 Week 4 Quiz | Assignment Help | Mercer University
- Mercer University / MKT 474
- 18 Feb 2021
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MKT 474 Week 4 Quiz | Assignment Help | Mercer University
Question 1
Cluster analysis is
which of the following?
o
a technique for grouping people so that
groups are most similar to one another
o
a technique for grouping people so that
groups are as far from the centroid as possible
o
a technique for grouping people so that
those in the same group are more like one another compared with those in other
groups
o
a technique for grouping people so that
those in the same group are different from one another compared with those in
other groups
Question 2
Which segmentation type
is the best predictor of future outcomes?
o
behavioral segmentation
o
demographic segmentation
o
psychographic segmentation
o
cluster segmentation
Question 3
A centroid is which of
the following?
o
mean point of the Euclidean distance
between parallel lines
o
center of mass of a geometric object of
uniform density
o
average of all points within a cluster
o
midpoint of all points within a cluster
Question 4
Which is true about
differentiated targeting?
o
the firm commits all of its marketing
resources to serve a single market segment
o
the firm ignores the segmentation
information and offer the same marketing effort to everyone in the population
o
the firm offers a different marketing
mix to each individual
o
the firm targets each of the potential
segments it discovers with a different marketing mix
Question 5
Segmenting people by
their feelings about a product category would be an example if which type of
segmentation?
o
behavioral segmentation
o
psychographic segmentation
o
demographic segmentation
o
product segmentation
Question 6
What is a dendrogram?
o
a diagram illustrating a hierarchy of
clusters
o
a diagram of K-means clusters
o
a diagram of Euclidean distances
o
a diagram of dendrogenous segmentation
Question 7
Which of the following
statements is false?
o
Hierarchical clustering seeks to build
an ordering of groups.
o
Hierarchical clustering is a type of
K-means cluster analysis.
o
Hierarchical clustering is often
presented as a dendrogram.
o
Hierarchical clustering can be
time-consuming with large datasets.
Question 8
Which is not true about
Euclidean distance?
o
Euclidean distance is an integral part
of hierarchical clustering.
o
Euclidean distance is the straight-line
distance between two points.
o
Euclidean distance includes geographic
and non-geographic distance calculations.
o
Euclidean distance is the sum of squared
differences in the distance measures between two data points.
Question 9
Which is true about positioning?
o
Emphasizes serving all market segments
by achieving a certain position in buyers' minds technique
o
is a technique for grouping people so
that groups are most similar to each other.
o
emphasizes serving a specific market segment
by achieving a certain position in buyers' minds
o
uses Euclidean distance to position
people in a cluster map
Question 10
Which is the third step
of the Six Steps to Implementing STP?
o
develop marketing mix for each target
segment
o
select the segment(s) you will target
o
profile the segments
o
develop measures of segment
attractiveness
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