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Effective Study Techniques for the AMA PCM Exam

Questions 21

Recency, frequency, monetary (RFM) analysis is based on the concept that

Options:

A.

most consumers follow the standard AIDA process when viewing an ad.

B.

the best predictor of future behavior is past and present behavior.

C.

demographics are the basis of all good market research data.

D.

the best customers for a product are the existing customers.

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Questions 22

Customer relationship management refers to

Options:

A.

the view that organizations should satisfy the needs of consumers in a way that provides for society’s well-being.

B.

the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.

C.

the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization’s goals.

D.

the links an organization has to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit.

E.

the cluster of benefits that an organization promises customers to satisfy their needs.

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Questions 23

Zippy manufacturers pens in the U.S. Zero Point, Zippy's latest ball point pen, is three months old and yet to grab a significant market share. Since the demand for ball point pens is high, Zippy believes that Zero Point will benefit from increased advertisement and promotions. Zippy's marketing strategies are aimed at increasing the market share of Zero Point, significantly, during the current quarter. In this scenario, Zero Point is a _____.

Options:

A.

dog

B.

cash cow

C.

star

D.

question mark

E.

loss leader

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Questions 24

Telcon, a mobile phone manufacturer, sells its flagship product, Pute, at $250 per unit. The fixed cost incurred by the company is $500,000, and the variable cost per unit is $150. What is the profit earned by Telcon if it sells 100,000 units of Pute?

Options:

A.

$100,000

B.

$500,000

C.

$20,000,000

D.

$9,500,000

E.

$7,500,000

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Questions 25

Companies are legally required to

Options:

A.

conceal consumers' addresses and phone numbers when they share information.

B.

share information only with the sales department for follow-up.

C.

disclose their privacy practices to customers on an annual basis.

D.

refer to the company's code of ethics to determine what information can be released.

E.

obtain consumer information only through secondary sources.

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Questions 26

Mars Corp., a New York-based soft drink manufacturer, decides to expand its operations to London and Delhi. However, the company decides to sell its existing soft drinks with the same packaging and flavors in these markets. In this scenario, the company is using a _____ strategy.

Options:

A.

market penetration

B.

product development

C.

market development

D.

service development

E.

diversification

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Questions 27

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

Options:

A.

Strength of preference

B.

Threshold level

C.

Service quality gap

D.

Voice-of-customer

E.

Zone of tolerance

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Questions 28

Which list below presents the hierarchy of needs in its correct order, beginning with the lowest level need to the highest level need?

Options:

A.

personal, social, physiological, psychological, and safety

B.

physiological, safety, love, esteem, and self-actualization

C.

safety, physiological, safety, and self-actualization, and personal

D.

self-actualization, personal, social, safety, and physiological

E.

safety, personal, self-actualization, physiological, and social

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Questions 29

Peltz, a chewing gum manufacturer, markets chewing gum in a variety of flavors. The company also sells cardamom- and clove-flavored chewing gum under the Peltz brand. Five years after the introduction of the cardamom and clove flavors, the name Peltz is synonymous with cardamom- and clove-flavored chewing gum. Which of the following aspects of the Peltz brand is exemplified in this scenario?

Options:

A.

Brand awareness

B.

Perceived value

C.

Brand parity

D.

Brand loyalty

E.

Brand extension

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Questions 30

The level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by:

Options:

A.

the degree to which the channel is vertically integrated.

B.

the degree to which the channel is diagonally integrated.

C.

the degree to which the channel is horizontally integrated.

D.

the number of retailers located in a specific geographic region.

E.

the number of competitors in the market.

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Exam Code: PCM
Exam Name: Professional Certified Marketer
Last Update: Jul 25, 2024
Questions: 316

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