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AMA PCM - Professional Certified Marketer

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Total 316 questions

Tim, a musician, was embroiled in an online dispute with an airline company. Tim alleged that his guitar was manhandled by the staff and therefore he set up a blog and released two videos in order to convince others not to use the airline. Which stage of the 4E framework is seen in this scenario?

A.

Educate the customer

B.

Excite the customer

C.

Experience the service

D.

Experience the product

E.

Engage the product

James visits a car dealership with the intention of buying a hatchback. However, he notices that the dealership is offer discounts on sedans and SUV's and considers three different options. In terms of the consumer buying decision process, James just experienced

A.

alternative evaluation.

B.

need recognition.

C.

product preference.

D.

information search.

E.

purchase power.

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.

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.

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

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.

Which of the following best describes a lagged effect?

A.

It is a delayed response to a marketing communication campaign exhibited by customers.

B.

It occurs when consumers mention a specific brand name first when they are asked about a product or service.

C.

It occurs when consumers indicate they know the brand when the name is presented to them.

D.

It refers to a potential customer’s inability to recognize or recall that a brand name belongs to a certain product category.

E.

It is any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium.

EZ, a manufacturer of electronic appliances, manufactures sandwich toasters, waffle makers, and sandwich-waffle makers. Recently, EZ reduced the price of sandwich-waffle makers by 20%. This increased the sales of sandwich-waffle makers by 20% and reduced the sale of sandwich toasters by 30% and waffle makers by 25%. Which of the following is true of this scenario?

A.

The price elasticity of sandwich-waffle makers is -2.

B.

The cross-price elasticity of sandwich-waffle makers and sandwich toasters is -1.

C.

The cross-price elasticity of sandwich-waffle makers and waffle makers is -2.

D.

Sandwich-waffle makers and sandwich toasters are likely to be substitute products.

E.

Sandwich-waffle makers and waffle makers are complementary products.

Empowerment of employees helps to address the delivery gap because:

A.

employees directly involved with the customer can respond effectively at the moment the problem occurs.

B.

customers appreciate it when everyone in the delivery chain has the same level of authority.

C.

management then doesn't need to devote time and energy to resolving service delivery problems.

D.

employees spend less time resolving problems than managers would.

E.

the major decisions in running a business are taken by lower-level employees and not the senior management.

Newtown-based athletic shoe manufacturer Alpha Shoes sells different types of shoes for kids, and focuses its marketing activities in the Newtown region. To increase sales of its products, Alpha begins an intensive promotional campaign in Newtown's schools. Which of the following market strategies is the company using?

A.

diversification

B.

market penetration

C.

horizontal integration

D.

market development

E.

vertical integration

What is the argument for standardizing marketing strategies across cultures?

A.

Tastes, preferences, and motivations of people in different cultures are becoming more homogeneous.

B.

A common brand name, packaging, and communication strategy cannot be used successfully for multiple products.

C.

Communication capabilities and transport systems are standardized across nations.

D.

The currencies of the different nations rise and fall together.

E.

The effects of globalization are not as widespread as researchers indicate.