最新的Certified Marketer認證 PCM考試題庫

問題1

The process of dividing the market into groups of customers with different needs, wants, or characteristics-who therefore might appreciate products or services geared especially for them-is called _____.

A. market development

B. market segmentation

C. positioning

D. market penetration

E. targeting

正確答案: B

問題2

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. Prospecting

B. Retention

C. Reacquisition

D. Conversion

E. Qualification

正確答案: A

問題3

Which of the following is a source of internal information ?

A. Consumer reports

B. Friends and family

C. A person's knowledge

D. Books and magazines

E. Financial reports

正確答案: C

問題4

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. price check

C. snap

D. gamified

E. fashion

正確答案: D

問題5

What is the argument for standardizing marketing strategies across cultures?

A. The currencies of the different nations rise and fall together.

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

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

D. Communication capabilities and transport systems are standardized across nations.

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

正確答案: E

問題6

Which of the following is true of private-label brands?

A. These are products based on designs and specifications provided by retailers.

B. These brands help the manufacturers position, segment, and build a brand.

C. These brands help manufacturer develop a consistent quality across retailers.

D. These brands, also known as manufacturer brands, provide greater control over marketing strategies.

E. These are products that are distributed to and sold by many retailers.

正確答案: A

問題7

Carnival Cruise Lines increased the price of its seven-day cruise package by 20 percent recently. If demand for its cruises is negatively elastic, which of the following is the likely outcome of the increase in price?

A. There will be no change in the number of cruises booked.

B. The company will see an increase in customer bookings.

C. The company's profit will decrease though its revenue will increase.

D. The company's total revenue will increase.

E. The company will see a decrease in total revenue.

正確答案: E

問題8

Which of the following is an advantage of outdoor advertisement?

A. It offers flexibility.

B. It has a wide reach.

C. It is relatively inexpensive.

D. It allows for a greater degree of personalization.

E. It is highly targeted

正確答案: C

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