AMA AMA Certifications PCM Questions & Answers

• Question 261:

  Which of the following is true of low-involvement customers?

  A. They scrutinize an advertisement in a thorough manner.

  B. They pay more attention to quality.

  C. They process key elements of a message deeply.

  D. They are likely to have superficial impressions.

  E. They pay more attention to price.

  Correct Answer: D

• Question 262:

  A consumer goods manufacturer, Ankam, is accused of manufacturing substandard goods. The complainants claim that the products break down before the expiration of their warranty but the warranty is void because the parts that malfunction are not covered by the warranty. Ethan, an independent investigator, is looking into the matter. What should he do first?

  A. Check whether the warranty issued by Ankam clearly specifies that certain parts are not covered by the warranty.

  B. Collect information on all malfunctions and check the list of malfunctioning parts against the warranty to verify if the complaint is true.

  C. Conduct tests of Ankam's products under various conditions and identify the conditions under which they break down.

  D. Interview each of the complainants to find out about their use of Ankam's products.

  E. Advise Ankam on the measures it could adopt until the investigation is complete.

  Correct Answer: A

• Question 263:

  Venus Inc., an American firm, enters into the Chinese market in association with its local partner, Xy Inc. According to the terms of the contract, the firms agreed to share profits and control, and also pool resources. Moreover, the firms also agreed to share financial burdens as well. This scenario is an example of _____.

  A. Direct exporting

  B. Direct investment

  C. Joint venture

  D. Licensing

  E. Franchising

  Correct Answer: C

• Question 264:

  _____ uses a variety of statistical analysis tools to uncover previously unknown patterns in the data or relationships among variables.

  A. Data mining

  B. Data analysis

  C. Data analytics

  D. Data interpretation

  E. Data journaling

  Correct Answer: A

• Question 265:

  The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises ""Quick, In-and-Out Service,"" and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter was more interested in gossiping about their social lives than in waiting on customers. Marielle's shop is suffering from a _____.

  A. knowledge gap.

  B. standards gap.

  C. social expectations gap.

  D. delivery gap.

  E. communications gap.

  Correct Answer: D

• Question 266:

  In conducting a SWOT analysis, Blue Sun Corp. notes that its production process is much more advanced than those of competitors. This will be considered one of the company's _____ in the SWOT analysis.

  A. weaknesses

  B. opportunities

  C. strengths

  D. threats

  E. selling points

  Correct Answer: C

• Question 267:

  _____ needs pertain to the personal gratification consumers associate with a product and/or service.

  A. functional

  B. social

  C. safety

  D. situational

  E. psychological

  Correct Answer: E

• Question 268:

  Analyzing data and developing insights from this analysis would take place before the _____ step of the market research process.

  A. defining objectives

  B. designing the research

  C. data collection

  D. determining research needs

  E. implementation

  Correct Answer: E

• Question 269:

  Which of the following best describes a lagged effect?

  A. It is a delayed response to a marketing communication campaign exhibited by customers.

  B. It occurs when consumers mention a specific brand name first when they are asked about a product or service.

  C. It occurs when consumers indicate they know the brand when the name is presented to them.

  D. It refers to a potential customer's inability to recognize or recall that a brand name belongs to a certain product category.

  E. It is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.

  Correct Answer: A

• Question 270:

  Archer Daniels Midland Co. is the world's largest cocoa-bean processor. It buys cocoa beans and converts them into cocoa powder and cocoa butter, which it then sells to companies like Hershey's that manufacture consumer products that contain chocolate. In this scenario, ADM is in a(n) _____.

  A. consumer

  B. retailer

  C. wholesaler

  D. manufacturer

  E. distributor

  Correct Answer: E