Ch 7

Question 1

Cluster analysis is which of the following?

Answer 1

A technique for grouping people so that those in the same group are more like one another compared with those in other groups

Question 2

Which segmentation type is the best predictor of future outcomes

Answer 2

Behavioral segmentation

Question 3

A centroid is which of the following

Answer 3

Center of mass of a geometric object of uniform density

Question 4

Which is true about differentiated targeting?

Answer 4

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 of which type of segmentation?

Answer 5

Psychographic segmentation

Question 6

What is a dendrogram?

Answer 6

A diagram illustrating a hierarchy of clusters

Question 7

Which of the following statements is false?

Answer 7

Hierarchical clustering is a type of K-means cluster analysis

Question 8

Which is not true about Euclidean distance?

Answer 8

Euclidean distance requires at least one variable that measures spatiality

Question 9

Which is true about positioning?

Answer 9

Emphasizes serving a specific market segment by achieving a certain position in buyer’s minds

Question 10

Which is the third step of the Six Steps to Implementing STP?

Answer 10

Develop measures of segment attractiveness