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AMA PCM - Professional Certified Marketer

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Total 316 questions

When Lily, a travel agent, she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers'_____ risk.

A.

psychological

B.

financial

C.

performance

D.

social

E.

physiological

CL Inc., an L.A.-based shoe manufacturer, develops a ready-to-wear clothing line and markets it in Britain. The company creates a completely new brand image for its clothing line as well. In this scenario, CL Inc. is using a _____ strategy.

A.

market development

B.

product development

C.

market penetration

D.

product penetration

E.

diversification

Which of the following is true of low-involvement customers?

A.

They scrutinize an advertisement in a thorough manner.

B.

They pay more attention to quality.

C.

They process key elements of a message deeply.

D.

They are likely to have superficial impressions.

E.

They pay more attention to price.

_____ are consumers who like to avoid change and rely on traditional products until they are no longer available.

A.

Early adopters

B.

Innovators

C.

Early majority

D.

Late majority

E.

Laggards

Which of the following statements is most characteristic of a firm that has a relational orientation?

A.

Improving sales techniques is the key to marketing success.

B.

A firm's success depends on producing goods as quickly as possible.

C.

Firms should focus on the value of each customer transaction rather than long-term sales.

D.

Marketers should focus on producing products and then creating customer needs for the products.

E.

Marketing success depends on building lifetime profitability from customers.

Which of the following is true of postpurchase cognitive dissonance?

A.

It is likely for products that work as intended.

B.

It is not likely for products that are widely available.

C.

It is likely for products that are associated with low levels of risk.

D.

It is likely for products that are frequently purchased.

E.

It is likely for expensive products.

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

Which of the following is an example of impulse buying?

A.

Ryan purchased a suit for his wedding after consulting a tailor.

B.

While grocery shopping Sean picked up a pack of bubble-gum from the checkout counter.

C.

Jim conducted a thorough Internet search before buying a new car.

D.

Lily picked up a burger from a drive in restaurant on the way home.

E.

Jordan purchased a mobile phone after being convinced by a sales presentation.

Marielle Farm sells bakery and dairy products in the U.S. It sells three varieties of cheese, six types of breads, four types of jams, five types of cookies, and eight different varieties of croissants. What is the breadth of Marielle's product mix in this scenario?

A.

3

B.

4

C.

5

D.

6

E.

8

Romelia, an online cosmetics store, relies on traffic generated by Internet searches to sell its products. Romelia was one of the very first online stores to sell cosmetics and hence had the advantage of showing up on the first page of a search for ""Online cosmetics U.S."" An increase in the number of online retailers has pushed Romelia's website to the fourth search page. Instead of arriving at a website and then looking for a product, customers search for a product directly on an Internet search engine. What should Romelia change to improve the hits on its website?

A.

Romelia should increase the number of pages on its website.

B.

Romelia should analyze the click paths of the customers who purchase products on its site.

C.

Romelia must work to decrease the conversion rates on its site.

D.

Romelia can use keyword analysis to determine the keywords its customers use.

E.

Romelia can work to increase the bounce rates on its website.