AMA Certified Marketer PCM Questions & Answers

• Question 21:

  Why are early adopters considered as opinion leaders?

  A. They wait until a product is at its lowest price and influence others to make bulk purchases.

  B. They do not give up on products easily and use a particular version until it is not in production.

  C. They purchase enough products for the overall price to fall below a certain level and pave the entry for the late majority.

  D. They read reviews of critics before buying a product.

  E. They are instrumental in bringing other buyer categories to the market.

  Correct Answer: E

• Question 22:

  A group of firms that make and deliver a given set of goods and services is known as a _____.

  A. market segment

  B. line extension

  C. focus group

  D. supply chain

  E. marketing mix

  Correct Answer: D

• Question 23:

  Jeanne's, a mom and pop store, sells a large variety of groceries. Jeanne's buys its products from several warehouse owners and sells to consumers from varied market segments. In this scenario, Jeanne's is an example of a _____.

  A. manufacturer

  B. distributor

  C. drop-shipper

  D. wholesaler

  E. retailer

  Correct Answer: E

• Question 24:

  If the GRP of an advertisement is 60 percent and its reach is 6 percent, what is the frequency of the ad?

  A. 6

  B. 54

  C. 66

  D. 10

  E. 360

  Correct Answer: D

• Question 25:

  Which of the following is an advantage of using a quantity discount?

  A. It offers a net increase in sales by stealing sales from a future period.

  B. It induces first-timers to try a product and converts them to regular users.

  C. It allows retailers to sell products at lower prices by placing discount costs on the manufacturer.

  D. It allows retailers to maximize profits on a product during its launch phase.

  E. It encourages customers to consume more of the product and increases brand loyalty.

  Correct Answer: E

• Question 26:

  Empowerment of employees helps to address the delivery gap because:

  A. employees directly involved with the customer can respond effectively at the moment the problem occurs.

  B. customers appreciate it when everyone in the delivery chain has the same level of authority.

  C. management then doesn't need to devote time and energy to resolving service delivery problems.

  D. employees spend less time resolving problems than managers would.

  E. the major decisions in running a business are taken by lower-level employees and not the senior management.

  Correct Answer: A

• Question 27:

  Hugo, impressed by a popular NFL star's frohawk hairstyle, visits Angelo's Hair Salon to get the same hairstyle. The stylist at Angelo's is very good and gives Hugo the exact style that he wants. Having received good service, Hugo visits Angelo's three months later to get a mohawk hairstyle. This time, Hugo is not satisfied with the end result and decides not to come back to Angelo's again. Which of following aspects of a service is illustrated in this scenario?

  A. Intangibility

  B. Heterogeneity

  C. Perishability

  D. Inseparability

  E. Nonstorability

  Correct Answer: B

• Question 28:

  What is the revenue share of requirements of a brand that sells $80,000 worth of its product and whose customers buy $200,000 worth of products in the same product category?

  A. 10%

  B. 20%

  C. 30%

  D. 40%

  E. 50%

  Correct Answer: D

• Question 29:

  Newtown-based athletic shoe manufacturer Alpha Shoes sells different types of shoes for kids, and focuses its marketing activities in the Newtown region. To increase sales of its products, Alpha begins an intensive promotional campaign in Newtown's schools. Which of the following market strategies is the company using?

  A. diversification

  B. market penetration

  C. horizontal integration

  D. market development

  E. vertical integration

  Correct Answer: B

• Question 30:

  When a marketer conducts user generated content campaigns, it must:

  A. ensure that users confirm the rights to and authority over materials being submitted.

  B. obtain parent or guardian permission to feature users who are below 21 years of age.

  C. remember that it is not liable for information that is disparaging, defamatory, or otherwise offensive.

  D. remember that carefully drafted submission guidelines are not particularly useful in regulating user generated content.

  E. blur out or pixelate media that reveals the identity of the user.

  Correct Answer: A