PCM Professional Certified Marketer Questions and Answers

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

Each month, the owner of a small restaurant that sells take-out fried chicken and biscuits pays $2,500 in rent, $500 in utilities, $750 interest on a loan, insurance premium of $200, and $250 on advertising on local buses. A bucket of take-out chicken is priced at $9.50. Unit variable costs for the bucket of chicken are $5.50. How many small buckets of chicken does the restaurant need to sell to break even each month?

Calculate the Category Development Index of a particular product that sells 5% of its product in a particular market that contains 1% of the country ' s population.

In the marketing communication process, the sender works with a creative department, either an in-house marketing department or an external agency, who receives the information and transforms it for use. Here, the creative department is the _____.

Pluto Corp., a car manufacturer, visits several independent blogs and forums and monitors customer reactions and opinions relating to its cars. Moreover, Pluto also engages with customers directly under fake names in order to obtain valuable direct insights. Which of the following qualitative research techniques is the company using in this scenario?

When a marketer conducts user generated content campaigns, it must:

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?

Mike Morgan, a sales representative for a major food service distributor of Warm Delights, wanted to encourage repeat purchases by his grocery customers. In order to accomplish this objective, Morgan offered the following discounts to his customers: a 10 percent discount for buying 1-49 cases of Warm Delights within a calendar month; a 12-percent discount if 50-99 cases of Warm Delights are purchased within the same calendar month; and a 15-percent discount if 100 or more cases of Warm Delights are purchased within the same calendar month. What type of discount was Morgan offering his grocery customers?

Sophia, a market researcher at Contell Foods, is tasked with assessing the particular food tastes of the Hispanic population in the United States. Previously conducted surveys reveal that the company has failed to tap into the market for processed foods with respect to Hispanic Americans. As a part of Sophia ' s task, she is required to stay with 50 Hispanic American families and white American families over a period of 6 months and understand the difference in the food tastes, the cooking methods used, and the family culture prevalent in these families. Sophia is conducting _____ research.

The _____ phase of the marketing plan entails evaluating the performance of the marketing strategy using marketing metrics and taking any necessary corrective actions.

A(n) _____ designates the maximum quantity of a product that may be brought into a country during a specified time period.

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

Casey Toys, a toy company, deliberately prints a high price label on its products so that stores can sell its products at seemingly huge discounts. Casey is violating the ethical norm of _____ in the AMA Statement of Ethics.

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?

X-Pert Bikes sells bikes for people of all ages. The company is entering the Indian market for the first time. Indian consumers are not familiar with the brand or its products. The company is planning its introductory ad campaign. Which of the following should the company aim to build first?

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?

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%?

When a claim cannot be made in a non-misleading way, due to the limitations of a platform:

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

_____ retailers offer an inconsistent assortment of brand name merchandise at a significant discount from the manufacturer’s suggested retail price (MSRP).

Kreme, a biscuit manufacturer, offers retailers a 20% discount on its latest product, Coco-Bite. The discount offer comes with a rider that retailers have to feature the product in their promotional material. Kreme is offering a(n) _____ to its retailers.

_____ is a method of prospecting in which salespeople telephone or go to see potential customers without appointments.

Quano Inc. decides to produce a 3D-display phone, Chel, which is a much-anticipated release. Most buyers are disappointed within a week because of heating issues. Quano announces immediately that it would replace the defective phones with a rectified model. The new Chel arrives two months later and has a few issues that are taken care of by a software upgrade. This prompts a flood of sales. After six months, Quano releases a new 3D-phone and drops the prices of Chel by over 40%. Jason who has been waiting for this opportunity buys a Chel immediately. In this scenario, Jason is one among the _____.

Reference groups refer to

Organizational buying criteria refer to

Which of the following enables aligning personal goals along corporate goals?

A group of firms that make and deliver a given set of goods and services is known as a _____.

Which of the following is true of a conventional marketing channel?

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?

One of the advantages that price skimming offers over penetration pricing is that:

What should a firm do to create a sustainable advantage based on product excellence?

_____ appeals help consumers make purchase decisions by offering factual knowledge that encourage consumers to evaluate the brand favorably on the basis of the key benefits they provide.

Goldwyn, a market researcher at Horpine Analytics, is creating a survey to measure the value of his company ' s brand as perceived by customers. Which of the following questions will help Goldwyn measure the top-of-mind awareness of Horpine Analytics?

If the GRP of an advertisement is 60 percent and its reach is 6 percent, what is the frequency of the ad?

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?

Tamika wants to buy a pair of shoes. She is not sure of the exact brand or the type of shoe that she wants to buy. She goes from one store to another trying on different shoes. She settles for a pair of Laurin sports shoes that cost $70 from Queen and Lavada. Laurin sports shoes represent _____.

A toy manufacturer realizes that its latest product presents a choking hazard due to some of the components used in the toy. This occured despite the prior implementation of safety measures to prevent such an occurrence. The toy manufacturer is faced with a decision to recall over a million products or place a warning label on each product. This type of situation is representative of _____.

Which of the following pricing strategies is oriented toward customers?

The psychographic variable that includes people’s psychographic makeup, are the way they live is _____.

Which of the following refers to bounce rate?

Toby, the manager in charge of distribution for Nissa Designs, believes that a push strategy will increase efficiency for the company. Which of the following is a feature of a push strategy?

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.

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?

The Better Business Bureau suggests that at least _____ of the sales should occur at a price for it to be used as a reference price.

In a franchise system,:

_____ is a communication used to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

_____ risks are those risks associated with the way people will feel if the product or service does not convey the right image.

Which of the following is an integral aspect of the immediate environment that affects a firm?

Patisserrita is a family-owned chain of bakeries in the Northtown region. The chain sells luxury desserts and pastries that are priced at a permium. Bianca, one of the owners of the business, is considering expanding the business using a market penetration strategy. Which of the following will she do?

Sandra has been using her Xapa-6, a six-year old phone model from Keto, for the past four years. Despite several other releases from Keto and advancements in mobile phone technology, Sandra hasn ' t switched to a newer model. In this scenario, Sandra is one among the _____.

Companies are legally required to

_____ occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.

Aaron Ulm and Edyth Mcgann are marketing analysts at Cara Cobey Fashion House, an online retailer that only sells private brands. Cara Cobey made a profit of $145,000 the previous year and $180,000 the year before. The loss in profit of almost 20% prompts Cara to hire Aaron and Edyth. Aaron and Edyth figure out that the drop in sales corresponds to a 15% drop in the number of visitors to the site. On their advice, Cara invests $10,000 in revamping the website to enable potential customers find it easily using Internet searches. At the end of the year, Cara reports a profit of $175,000. What is the ROI in this scenario?

Which of the following is true of B2B and B2C purchase decisions?

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

Personal selling adds value by

_____ is the two-way flow of communication between a buyer and a seller that is designed to influence the buyer’s purchase decision.

Which of the following is a feature of radio advertisements?

In conducting a SWOT analysis, Blue Sun Corp. notes that its production process is much more advanced than those of competitors. This will be considered one of the company ' s _____ in the SWOT analysis.

The place aspect of the marketing mix typically involves interactions between the marketer and _____.

Novel Electronics sold 400 Technova smartphones in the first week of October 2013 at a price of $250 per unit. The following week, it reduced the price to $230 per unit and it saw sales increase by 20%. What is the price elasticity of demand of Technova smartphones?

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

A Macy ' s manager designs the casual clothing department such that one of Macy ' s private label pairs of jeans, priced at $24.99, is positioned next to a national brand of jeans, such as Levis, priced at $39.99. What is the manager attempting to accomplish?

Jim wants to sell his couch and posts an advertisement on an online portal with the details. He includes a photo of the couch and the price he is willing to sell for. Steve notices the ad and contacts Jim to buy the couch. This type of business process is known as _____.

An everyday low pricing strategy differs from a high/low pricing strategy in that an everyday low pricing strategy:

QuickFix Inc., a clothing supplier, sends an advanced shipping notice document to Western Stores. Which of the following information is most likely to be conveyed by this document?

Which of the following is an example of a contest?

Which of the following is true of the standardized marketing approach?

Which of the following is true of postpurchase cognitive dissonance?

A particular webpage is used to conduct an online survey and only one in four visitors participates in the survey. If the webpage is visited by an average of 30,000 visitors every day, what the average conversion rate of the webpage?

Which of the following activities is part of the place aspect of the marketing mix?

Fly, a manufacturer of indoor and outdoor heaters, has production facilities that are not running at their full capacity because of piled up inventory. Fly offers a discount to retailers who purchase heaters while the weather is still warm, because the cold months are still at least three months away. Based on historical sales data, Digimart, a retailer, picks up 200 heaters from Fly at a discount of 30% on the usual price. This scenario is an example of a(n) _____.

Pop-Mart, a chain of discount stores in the U.S., procures its products from many suppliers. Indigo is one among hundreds of other suppliers who supply poultry products to Pop-Mart and other retailers. The price of the products is often dictated by the demand from consumers. Which of the following is true of this scenario?

The ethical value of respect in the the AMA Statement of Ethics implies that marketers should:

Blue Sun Ads creates advertisements for a variety of clients selling goods, services, and ideas. Which of the following is an example of a service?

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?

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

Diversification refers to the marketing strategy of

Lumos Lighting, a company that offers lighting solutions for office spaces, has adopted the AMA Statement of Ethics, although not in its entirety. It does not recognize the value of citizenship as an ethical requirement. Which of the following is Lumos Lighting least likely to do?

Stavely Publishing is conducting a SWOT analysis of its marketing environment. In this analysis, the company will identify its strengths and weaknesses from _____.

A local Target retailer carries a variety of different items. A customer can find anything ranging from socks, DVD’s, and sports gear to groceries. This is an example of the __________ carried by Target.

_____ represent the collective conception of what communities find desirable, important and morally proper.

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 _____.

The major disadvantages of primary data collection are that:

Jim, an entrepreneur, writes funny comic strips and posts them on facebook and twitter. He has a large fan following and he uses many of his innovative, entrepreneurial and cutting edge ideas in his comic strips. Jim is an example of a _____.

Mustard, a manufacturer of audio systems, is the market leader in the audio equipment segment in the U.S., a fast-growth market. Its flagship product, Zeus, a high-end audio entertainment system, holds 30% of the market share in its segment, barely a year after its release. Zeus can be classified as a _____ in the BCG matrix.

A consumer goods manufacturer, Ankam, is accused of manufacturing substandard goods. The complainants claim that the products break down before the expiration of their warranty but the warranty is void because the parts that malfunction are not covered by the warranty. Ethan, an independent investigator, is looking into the matter. What should he do first?

What is the argument for standardizing marketing strategies across cultures?

PlayBall, a manufacturer of gaming consoles, announces the release of its new device. Karen, wanting to be one of the first to own the new gaming console, stands in a queue for over five hours on the day of its release. Even though disappointed that the product sold out before her turn arrived, Karen returned at 2 A.M the next day and was the first person in line. In this scenario, Karen is one among the _____.

CL Inc. an American fast-food chain enters into an agreement with Mars Corp., a British firm. According to the terms of the contract, Mars Corp. can use CL ' s brand name, image, logo and business format for a specified fee. This type of market entry is known as _____.