AMA Certified Marketer PCM Questions & Answers

• Question 311:

  Dento Inc., a manufacturer of dental care products, faced a social media uproar when rumors spread that it was using ingredients from animal sources to create its products. The labels as such carried no evidence of this and this discovery was brought about by an independent researcher. The company's CEO and senior management did not know about these ingredients. Internal research revealed that containers used to hold Dento's products, produced by a vendor, used products derived from animal fat in the manufacturing process, but the product itself did not contain any fat. What should Dento do to prove that it is ethical?

  A. Release a statement to the press explaining that it is not responsible for the manufacturing processes of its suppliers.

  B. Refute the independent researcher's claims by filing a defamation suit.

  C. Invest in a program that aims to spread dental hygiene awareness.

  D. Inform its consumers of the situation and implement measures to ensure animal-fat-free packaging and products.

  E. Penalize the vendor by not paying for the next order of packaging materials.

  Correct Answer: D

• Question 312:

  Sophia, a market researcher at Contell Foods, is tasked with assessing the particular food tastes of the Hispanic population in the United States. Previously conducted surveys reveal that the company has failed to tap into the market for processed foods with respect to Hispanic Americans. As a part of Sophia's task, she is required to stay with 50 Hispanic American families and white American families over a period of 6 months and understand the difference in the food tastes, the cooking methods used, and the family culture prevalent in these families. Sophia is conducting _____ research.

  A. content analysis

  B. focus group

  C. quantitative

  D. mixed

  E. ethnographic

  Correct Answer: E

• Question 313:

  In the typical communication process, the message originates from the _____.

  A. receiver

  B. transmitter

  C. sender

  D. creator

  E. decoder

  Correct Answer: C

• Question 314:

  Which of the following is most likely to be considered a convenience product?

  A. A lamp

  B. A haircut

  C. Running shoes

  D. A can of soda

  E. Concert tickets purchased online

  Correct Answer: D

• Question 315:

  _____ survey type has questions that are open ended and allow respondents to answer in their own words.

  A. Structured

  B. In-depth

  C. Focus

  D. Unstructured

  E. Panel

  Correct Answer: D

• Question 316:

  The management team at Green Meadows Inc. is debating expanding its corporate social responsibility (CSR) budget for the year. Greg is against the proposal, saying that the expenditure on CSR activities does not profit the firm in any way. In his opinion, the money could be better invested in other activities, especially as the market is seeing some volatility. Paolo, however, says that investing in CSR will benefit the firm's reputation in its target market in the long run. Which of the following, if true, weakens Greg's argument?

  A. The firm has an assured customer base for its products as it is the only supplier in the market.

  B. The country in which Green Meadows operates has recently introduced stricter regulations about the import of raw materials.

  C. The firm has many competitors who sell similar products at similar prices.

  D. The firm's B2B division is much larger and more profitable than its B2C division.

  E. Most of the firm's customers are long-time customers who have been loyal to the firm for many years.

  Correct Answer: C