AMA Professional Certified Marketer - PCM Exam Questions [2026]

QUESTION NO: 1
In a franchise system,:

A. the franschisee has complete control over the store design, products or services sold, management training, and advertising. B. the franchisee pays a lump sum plus a royalty on all sales in return for the right to operate a business in a specific location. C. franchisors receive all profits that the franchisees generate, and pay franchisees a fixed sum. D. the franchisor operates a retail outlet using a name and format developed and supported by the franchisee. E. franchisees are responsible for advertising, product development, and system development.

Correct Answer: B

QUESTION NO: 2
MN Corp., a retailer, wished to open a new store in a suburb. In order to obtain data relating to consumer behavior, competition, and other relevant information, the company employed Am Research, a market research firm. In this scenario, the data collected and presented by Am Research would be known as _____.

A. scanner data B. mined data C. panel data D. internal data E. syndicated data

Correct Answer: E

QUESTION NO: 3
_____ represent the collective conception of what communities find desirable, important
and morally proper.

A. Values B. Morals C. Norms D. Organizational cultures E. Character traits

Correct Answer: A

QUESTION NO: 4
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?

A. It offers a lesser likelihood of overstocked goods. B. It is essentially a customer-driven system. C. Merchandise is allocated to stores based on previous sales forecasts. D. It involves shipment of the entire merchandise line based on current sales forecast. E. It determines the amount of merchandise based on data gathered from POS terminals.

Correct Answer: C

QUESTION NO: 5
When conducting a SWOT analysis, opportunities and threats are likely to arise from:

A. the location of the company. B. the company's core competencies. C. key personnel. D. changes in consumer preferences. E. assets and financial performance.

Correct Answer: D

QUESTION NO: 6
Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is_____ his business relative to his competition.

A. positioning B. repositioning C. re-mapping D. segmenting E. valuing

Correct Answer: A

QUESTION NO: 7
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?

A. The concept of a beer garden B. The experience customers have at BrewCraft beer gardens C. The beer D. The use of social media for its ad campaign E. The fact that its products are local and sustainably sourced

Correct Answer: B

QUESTION NO: 8
The planning phase of the marketing plan involves

A. evaluating different opportunities by engaging in segmentation, targeting, and positioning. B. taking any necessary corrective actions to correct deviations from the plan. C. executing the marketing mix using the four Ps. D. evaluating the performance of the marketing strategy using marketing metrics. E. defining the mission and vision for the business.

Correct Answer: E