AMA Certified Marketer PCM Questions & Answers

• Question 31:

  _____ pertains to a customer's perception of the benefits he or she received compared with the costs.

  A. Distributive fairness

  B. Procedural fairness

  C. Qualitative fairness

  D. Extent of responsiveness

  E. Extent of reliability

  Correct Answer: A

• Question 32:

  Which of the following enables aligning personal goals along corporate goals?

  A. Flexible and subjective guidelines for governing transactions between employees and clients

  B. A system for punishing inappropriate behavior

  C. Rewarding employees who excel in meeting their KRAs

  D. Public recognition for employees who go out of their way to assist clients and bring new business

  E. Creating a list of best practices associated with fulfilling one's job role

  Correct Answer: B

• Question 33:

  Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is_____ his business relative to his competition.

  A. segmenting

  B. repositioning

  C. positioning

  D. valuing

  E. re-mapping

  Correct Answer: C

• Question 34:

  Which of the following combinations is used to determine the equity of a brand?

  A. Brand awareness, perceived value, brand associations, and brand loyalty

  B. Brand extension, depth, breadth, and product mix

  C. Co-branding, customer value, and product line

  D. Brand dilution, marketing strategy, labeling strategy, and branding strategy

  E. Brand association, packaging, line extension, and associated services

  Correct Answer: A

• Question 35:

  Which of the following is true of a strategic alliance?

  A. It involves investing in the partner firm.

  B. It involves sharing financial burdens.

  C. It enables a partner firm to use the brand image of another.

  D. It involves only B2B selling.

  E. The firms involved do not engage in equity partnerships.

  Correct Answer: E

• Question 36:

  Which of the following is true of an administrative marketing channel?

  A. The parent company has complete control over the marketing channel because it owns multiple segments of the channel.

  B. The channel is held together by contractual relationships between the members of the channel.

  C. There is no common ownership, but the dominant channel member controls or holds the balance of power.

  D. Several independent members--a manufacturer, a wholesaler, and a retailer--each attempts to satisfy its own objectives and maximize its profits.

  E. None of the participants has any control over the others.

  Correct Answer: C

• Question 37:

  _____ represents the difference between what the customer really wants and what he or she will accept before going elsewhere.

  A. Strength of preference

  B. Threshold level

  C. Service quality gap

  D. Voice-of-customer

  E. Zone of tolerance

  Correct Answer: E

• Question 38:

  Retailers whose target audience is Baby Boomers should plan their offerings keeping in mind that:

  A. Baby Boomers are heavy Internet users and tend to do research before purchasing online.

  B. as they reach retirement age, Baby Boomers' incomes and spending power is decreasing.

  C. as a result of their being born in a post-war world, Baby Boomers tend to buy products based on price, not quality.

  D. Boomers tend to be collectivistic rather than individualistic and prefer family-oriented products.

  E. Boomers' purchasing habits are influenced by their feelings of financial insecurity.

  Correct Answer: A

• Question 39:

  In a franchise system,:

  A. the franchisor operates a retail outlet using a name and format developed and supported by the franchisee.

  B. the franchisee pays a lump sum plus a royalty on all sales in return for the right to operate a business in a specific location.

  C. the franschisee has complete control over the store design, products or services sold, management training, and advertising.

  D. franchisors receive all profits that the franchisees generate, and pay franchisees a fixed sum.

  E. franchisees are responsible for advertising, product development, and system development.

  Correct Answer: B

• Question 40:

  Which of the following is true of noise?

  A. It can be any distortion in the communication channel.

  B. It does not occur during the encoding stage.

  C. It enables the receiver to create a feedback loop.

  D. It does not occur during the decoding stage.

  E. It occurs only during the transmission stage.

  Correct Answer: A