Professional Certified Marketer v6.0 (PCM)

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Total 316 questions

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


Answer : C

Shane, a fan of Zmob mobile phones, wants to buy Zmob's new device, Detop, based on a new operating system. Despite critics panning the device in favor of competitors' offerings,
Shane buys a Detop. Pleasantly surprised by Detop's quality, Shane advices his friends,
Jana and Raul, to buy the device. Jana and Paul examine Shane's Detop, and Jana decides to buy one for herself, while Paul decides to wait for the prices to drop. In this scenario, Shane is one among the _____.

  • A. early adopters
  • B. innovators
  • C. early majority
  • D. late majority
  • E. laggards


Answer : B

CL Corp. a grocery store, buys lighting and fittings for its new outlet. It also obtains a discount from a wholesaler who sells such items. This scenario is an example of a _____ transaction.

  • A. C2C
  • B. B2D
  • C. B2B
  • D. B2C
  • E. C2B


Answer : C

What is the variable cost of a product if the fixed costs associated with it total $6,000, the break even point is 300 units, and selling price is $45?

  • A. $17
  • B. $25
  • C. $29
  • D. $34
  • E. $41


Answer : B

Organizational buying criteria refer to

  • A. the restrictions placed on potential solutions to a problem in a purchase decision.
  • B. the specific qualifications of a potential customer based upon past performance, reliability, and consistency regarding the purchase of an organizations offerings.
  • C. the subjective attributes of the suppliers products and services and the capabilities of the supplier itself.
  • D. the objective attributes of the suppliers products and services and the capabilities of the supplier itself.
  • E. the factors that an ultimate consumer would consider that represent both the objective attributes of a brand and the subjective ones to compare different products and brands.


Answer : D

Mars Inc., a fashion brand, provides a free location-based app to its customers which requires them to share where they are, and what they are doing and when they're doing it.
The company uses this app to build loyalty and these apps are known as _____ apps.

  • A. systemized
  • B. snap
  • C. fashion
  • D. gamified
  • E. price check


Answer : D

An inventory-management system in which the supplier determines the amount of product a retailer needs and automatically delivers the appropriate items is referred to as _____.

  • A. retailer-managed inventory
  • B. supply chain inventory
  • C. logistics-managed inventory
  • D. just-in-time inventory management
  • E. vendor-managed inventory


Answer : E

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


Answer : B

Cinfy, an electronic appliances manufacturer, sells 30 pizza ovens, 60 coffee makers, and
90 sandwich toasters per day. Despite warnings from analysts, Cinfy hikes prices of its toasters from $150 to $180, and toaster sales fall by 40%. After this pricing strategy backfires, Cinfy decides that a 10% drop in demand is acceptable, but not more. Assuming that the elasticity of demand for the toasters remains constant, what is the maximum price hike that Cinfy can afford without letting the sales drop by more than 10%?

  • A. $2.50
  • B. $5
  • C. $7.50
  • D. $9
  • E. $15


Answer : C

The person who controls information or access, or both, to decision makers and influencers is known as the _____

  • A. buyer
  • B. decider
  • C. gatekeeper
  • D. initiator
  • E. user


Answer : C

_____ appeal aims to satisfy consumers sensitive desires rather than their utilitarian needs.

  • A. Emotional
  • B. Ethical
  • C. Informational
  • D. Egoistic
  • E. Logos


Answer : A

When conducting a SWOT analysis, an organization will identify opportunities and threats in _____.

  • A. economic changes in the market
  • B. its production processes
  • C. its reputation in the market
  • D. its products
  • E. its management team


Answer : A

Mars Inc., a retailer, maintains strong relationships with its suppliers. It has a strong supply chain and the company motto is ""We never miss our delivery dates."" In this scenario,
Mars Inc. is achieving sustainable competitive advantage through a strategy of _____ excellence.

  • A. locational
  • B. product
  • C. service
  • D. operational
  • E. customer


Answer : D

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


Answer : E

Which of the following is likely to be true of passive customers?

  • A. They are likely to complain about the product or service.
  • B. They are likely to seek negative information about products.
  • C. They are likely to remain from repurchasing a product.
  • D. They are likely to recommend the product to others.
  • E. They are likely to seek positive feedback from friends.


Answer : C

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Total 316 questions