Question 1

Moul, a diaper manufacturer, is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. Moul is trying to increase its advertisement's _____.

Accepted Answer

A)  reach 
B)  repetition 
C)  frequency 
D)  targeting 
E)  exposure

Question 2

Hermit, a fashion apparels retailer, recently slashed prices on its premium fashion label, Lau, by 40%. This resulted in a sharp rise in sales of Lau by 30%. This also directly impacted the sales of its lower-priced brand, Infinity, which saw sales reduced by 15%. What is the cross-price elasticity of demand between Lau and Infinity?

Accepted Answer

A)  0.5 
B)  0.37 
C)  1.33 
D)  2 
E)  2.66

Question 3

Which of the following is true of Millenials?

Accepted Answer

A)  They are those born between 1946 and 1964. 
B)  They are those who were alive during World War II. 
C)  They are also known as digital natives. 
D)  They are those born between 2002 and 2014. 
E)  They are also referred to as Generation Yers.

Question 4

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 _____.

Accepted Answer

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

Question 5

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

Accepted Answer

A)  motive 
B)  social class 
C)  self-values 
D)  self-concept 
E)  lifestyle

Question 6

In the hierarchy of needs water, food, rest, and shelter would be considered _____ needs.

Accepted Answer

A)  physiological 
B)  safety 
C)  social 
D)  personal 
E)  psychological

Question 7

Hugo, impressed by a popular NFL star's frohawk hairstyle, visits Angelo's Hair Salon to get the same hairstyle. The stylist at Angelo's is very good and gives Hugo the exact style that he wants. Having received good service, Hugo visits Angelo's three months later to get a mohawk hairstyle. This time, Hugo is not satisfied with the end result and decides not to come back to Angelo's again. Which of following aspects of a service is illustrated in this scenario?

Accepted Answer

A)  Intangibility 
B)  Heterogeneity 
C)  Perishability 
D)  Inseparability 
E)  Nonstorability

Question 8

Empowerment of employees helps to address the delivery gap because:

Accepted Answer

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.

Question 9

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?

Accepted Answer

A)  0.5 
B)  1 
C)  1.5 
D)  2 
E)  2.5

Question 10

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

Accepted Answer

A)  Flexible and subjective guidelines for governing transactions between employees and clients 
B)  A system for punishing inappropriate behavior 
C)  Rewarding employees who excel in meeting their KRAs 
D)  Public recognition for employees who go out of their way to assist clients and bring new business 
E)  Creating a list of best practices associated with fulfilling one's job role

Question 11

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.

Accepted Answer

A)  content analysis 
B)  focus group 
C)  quantitative 
D)  mixed 
E)  ethnographic

Question 12

Procedural fairness refers to:

Accepted Answer

A)  a customer's perception of the benefits he or she received compared with the costs of inconvenience or loss. 
B)  the perceived fairness of the process used to resolve complaints. 
C)  the turnaround time taken by a company from receiving a complaint to its resolution. 
D)  a customer's perception of the reliability and assurance of a service provider. 
E)  the difference in perception between customers about the same service provider.

Question 13

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

Accepted Answer

A)  Brand dilution 
B)  Line extension 
C)  Rebranding 
D)  Co-branding 
E)  Brand association

Question 14

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 _____.

Accepted Answer

A)  dog 
B)  cash cow 
C)  star 
D)  question mark 
E)  loss leader

Question 15

CL Corp. buys stationery supplies from Sharpe Inc. on a large scale and sells smaller quantities to several stationery stores around the country. In this scenario, CL Corp. is an example of a _____.

Accepted Answer

A)  manufacturer 
B)  retailer 
C)  wholesaler 
D)  promoter 
E)  consumer

Question 16

_____ refers to customers' perceptions of how well a service meets or exceeds their expectations and is often difficult for customers to evaluate.

Accepted Answer

A)  Service intangibility 
B)  Service heterogeneity 
C)  Service quality 
D)  Service inseparability 
E)  Service perishability

Question 17

The profit earned by a product is at its lowest during the _____ stage of the product life cycle.

Accepted Answer

A)  introduction 
B)  maturity 
C)  growth 
D)  accelerated development 
E)  decline

Question 18

Fly Air, provides exclusive services such as guaranteed tickets, upgrades and dedicated customer lines to customers who use the airline more than 20 times a year. The company believes that not all customers are created equally. In this scenario, Fly Air is using _____ segmentation.

Accepted Answer

A)  demographic 
B)  psychographic 
C)  loyalty 
D)  geographic 
E)  occasion

Question 19

FEL Pharmaceuticals, a new company, decides to incorporate features of the AMA's statement of ethics into its mission statements. The company hires Bernardo, an industry expert, to help them understand the ethical norms of the industry. FEL Pharmaceuticals is most likely in the _____ stage of the strategic marketing planning process.

Accepted Answer

A)  control 
B)  integration 
C)  decline 
D)  implementation 
E)  planning

Question 20

The second step in the marketing research project involves

Accepted Answer

A)  analysis. 
B)  design. 
C)  data collection. 
D)  implementation. 
E)  defining.

Exam 1: Professional Certified Marketer