AMA AMA Certifications PCM Questions & Answers

• Question 81:

  The process of dividing the market into groups of customers with different needs, wants, or characteristics--who therefore might appreciate products or services geared especially for them--is called _____.

  A. positioning

  B. targeting

  C. market penetration

  D. market development

  E. market segmentation

  Correct Answer: E

• Question 82:

  At which stage in the customer relationship management process would an organization seek to identify new customers and look for ways to sell more products to existing customers?

  A. Qualification

  B. Prospecting

  C. Retention

  D. Conversion

  E. Reacquisition

  Correct Answer: B

• Question 83:

  Which of the following is a source of quantitative research?

  A. In-depth interviews

  B. Social media sites

  C. Scanner data

  D. Projective techniques

  E. Focus groups

  Correct Answer: C

• Question 84:

  Which problem solving variation would likely be used for clothing, sheets, towels, or electric can openers?

  A. Routine response behavior

  B. Limited problem solving

  C. Extended problem solving

  D. Simulated solving

  E. Integrated problem solving

  Correct Answer: B

• Question 85:

  A grocery store checkout counter collects content relating to individual consumer purchases. When this content is organized, analyzed and interpreted, it becomes _____.

  A. data

  B. information

  C. metadata

  D. metacontent

  E. samples

  Correct Answer: B

• Question 86:

  Which of the following is a feature of extreme-value retailers?

  A. They exclusively offer health and personal grooming merchandise.

  B. They offer deep but narrow assortments and sales associate expertise.

  C. They offer a limited merchandise assortment.

  D. They buy from manufacturers who have limited merchandise.

  E. They use a predominantly self-service approach.

  Correct Answer: C

• Question 87:

  _____ is defined as the market value of the goods and services produced by a country in a year.

  A. Gross national income

  B. Gross domestic expenditure

  C. Gross domestic export

  D. Gross domestic valuation

  E. Gross domestic product

  Correct Answer: E

• Question 88:

  Which of the following retailers offers a broad variety of merchandise, limited service, and low prices?

  A. Full-line discount stores

  B. Specialty stores

  C. Extreme value retailers

  D. Department stores

  E. Convenience stores

  Correct Answer: A

• Question 89:

  Maya Designs is an interior design firm that specializes in designing office spaces. Which of the following is an ethical business practice, but not a corporate responsibility program at Maya?

  A. Maya works with nonprofits to design their office spaces for free or highly discounted rate.

  B. Maya prominently displays the discounts that customers can avail of on its website.

  C. Maya encourages its employees to volunteer at shelters or schools.

  D. Maya gives away 5 percent of its profits to environment protection initiatives.

  E. Maya offers free vocational training through an online course for the unemployed.

  Correct Answer: B

• Question 90:

  BrewCraft Beer is a microbrewery that sells its beer at its own beer gardens in Central City. Though customers were initially unused to the concept of a beer garden, BrewCraft undertook a long-running social media campaign to popularize the concept. It also advertised the fact that all its ingredients were sources locally and sustainably. Which of the following would be considered the service that BrewCraft is selling customers?

  A. The beer

  B. The concept of a beer garden

  C. The fact that its products are local and sustainably sourced

  D. The experience customers have at BrewCraft beer gardens

  E. The use of social media for its ad campaign

  Correct Answer: D