Archive for October 2017

There are really only two ways to collect primary data for a marketing study:

There are really only two ways to collect primary data for a marketing study:



A) observation and asking questions
B) passive and remote observations
C) through laboratory settings and onsite groups
D) with careful, selected shopper and specialized syndicated services
E) paid in-house or contracted out




Answer: A

Lexis-Nexis Academic Universe is an example of a(n):

Lexis-Nexis Academic Universe is an example of a(n):



A) Web page creator
B) online database provider
C) Internet user for non profit users
D) future computer researcher
E) online primary research sourcing




Answer: B

In marketing experiments, the independent variables are often:

In marketing experiments, the independent variables are often:



A) one or more of the marketing mix variables.
B) one or more of the environmental factors.
C) one or more of the market-product strategies.
D) one or more SWOT elements.
E) none of the above.




Answer: A

Internal secondary data sources include:

Internal secondary data sources include:



A) financial statements
B) research reports
C) customer letters
D) customer lists
E) All of the above





Answer: E

The basic techniques that are often used for exploratory research are:

The basic techniques that are often used for exploratory research are:



A) observation, focus groups, and depth interviews.
B) secondary data analysis, focus groups, and depth interviews.
C) secondary data analysis, focus groups, and taste tests.
D) observation, secondary data analysis, and taste tests.
E) focus groups, depth interviews, and taste tests.




Answer: B

A research problem is:

A research problem is:



A) always easy to identify.
B) an ambiguous statement.
C) an opportunity for the organization to exploit their competitors' weaknesses.
D) a statement that may define an opportunity or current marketing situation.
E) none of the above.




Answer: D

The three types of research are:

The three types of research are:



A) explanatory, descriptive, and causal.
B) exploratory, descriptive, and causal.
C) exploratory, descriptive, and analytical.
D) explanatory, analytical, and causal.
E) exploratory, descriptive, and analytical.


Answer: B

Which of the following statements about sales forecasting is true?

Which of the following statements about sales forecasting is true?



A) The most expensive forms of sales forecasting are trend extrapolation and a survey of experts.
B) With the lost-horse forecast, former customers are asked if they are likely to buy the product again.
C) A lost-horse survey is more expensive to conduct than a survey of buyers' intentions.
D) Trend extrapolation is the easiest method of sales forecasting.
E) A sales force survey forecast is less expensive to conduct than trend extrapolation.



Answer: D

The Halifax Boatworks uses last year's sales as a starting point to estimate next year's sales of its boats, lists factors that could affect the forecast, assesses whether they have a positive or negative impact, and makes the final forecast. Halifax Boatworks uses a __________ forecast.

The Halifax Boatworks uses last year's sales as a starting point to estimate next year's sales of its boats, lists factors that could affect the forecast, assesses whether they have a positive or negative impact, and makes the final forecast. Halifax Boatworks uses a __________ forecast.



A) sales force survey
B) top-down
C) build-up
D) lost-horse
E) survey of experts



Answer: D

Leeper Publishing Company specializes in books on trout fishing in the United States. Next year, it expects to achieve total book sales of $187,000. What is this estimate called?

Leeper Publishing Company specializes in books on trout fishing in the United States. Next year, it expects to achieve total book sales of $187,000. What is this estimate called?




A) a marketing objective
B) a market penetration estimate
C) a market share estimate
D) a sales forecast
E) an industry forecast




Answer: D

On a survey about children's cereal, a mother of three toddlers was asked if she frequently fed her children sugared cereal. Which of the following statements best describes this question?

On a survey about children's cereal, a mother of three toddlers was asked if she frequently fed her children sugared cereal. Which of the following statements best describes this question?



A) This question is open-ended because it requires the respondent to explain behavior.
B) This question is an example of a leading question.
C) This question is ambiguous because it does not explain what is meant by the word frequently.
D) This is a poorly worded question because it requires non-mutually-exclusive answers.
E) This is an example of a well-phrased dichotomous survey question.


Answer: C

Which of the following statements describes focus group research?

Which of the following statements describes focus group research?




A) The researcher asked a group of eight teenagers why they thought tattoos were so popular.
B) The telephone researcher asked how satisfied a customer was with his or her current long-distance provider.
C) The trained researcher watched a couple change a diaper for their newborn infant.
D) The interviewer selected people who were walking in the mall to ask them about which shoe styles they preferred.
E) A group of consumers were asked if they recalled seeing an ad for Nike last night while they watched television.


Answer: A

Richard Magnus runs a community outreach program. His organization compiles data on immigration, population shifts, education, income, age, and ethnicity that he uses to determine specific community needs. He gets the data he uses from Statistics Canada. Magnus uses __________ data.

Richard Magnus runs a community outreach program. His organization compiles data on immigration, population shifts, education, income, age, and ethnicity that he uses to determine specific community needs. He gets the data he uses from Statistics Canada. Magnus uses __________ data.



A) primary
B) external secondary
C) observational
D) internal secondary
E) ethnographic



Answer: B

TSN commissioned a firm to interview a group of 18- to 34-year-old males in a group setting. A moderator who used various tools to gather information from these men led the research. What type of research method did they employ?

TSN commissioned a firm to interview a group of 18- to 34-year-old males in a group setting. A moderator who used various tools to gather information from these men led the research. What type of research method did they employ?



A) probability sample
B) Non-probability sample
C) statistical group
D) focus group
E) population




Answer: D

Secondary data are:

Secondary data are:



A) facts and figures that are newly collected for the project at hand.
B) facts and figures obtained by watching people mechanically rather than in person.
C) facts and figures obtained by asking people questions.
D) facts and figures that have already been recorded before the project.
E) conclusions developed from information obtained from a representative sample of a population.




Answer: D

Measures of success are:

Measures of success are:



A) the specific, measurable goals the decision-maker seeks to achieve in solving a problem.
B) criteria used in evaluating proposed solutions to a problem.
C) approaches that can be used to collect data or solve the problem.
D) very difficult to quantify.
E) also called consumer differentiators.



Answer: B

A TSN.com-commissioned study wanted to know if sports-centered males are spending as much time on the computer digesting sports information as they are spending in front of their televisions. During the first step in the marketing research process,

A TSN.com-commissioned study wanted to know if sports-centered males are spending as much time on the computer digesting sports information as they are spending in front of their televisions. During the first step in the marketing research process,



A) TSN.com might define its problem as needing to convince advertisers that it was reaching their target market effectively.
B) The research team might decide whether to use questionnaires or focus groups.
C) TSN.com might specify cost and time constraints that limited what could be researched.
D) The research team might develop the questionnaire.
E) TSN.com might identify what data it needed to convince advertisers that it was reaching a desired audience.




Answer: A

TheForce.net is a website that attracts more than 50,000 Star Wars movie fans daily. It is wholly independent of Lucasfilm (the company responsible for the Star Wars movies), or any other Lucas corporate entity for that matter, and it rivals Lucasfilm's official Star Wars site in both scope and sophistication (TheForce.net includes a chat room). Executives at Lucasfilm describe the site as "an example of our core fan base expressing itself." Lucasfilm should consider using the website for:

TheForce.net is a website that attracts more than 50,000 Star Wars movie fans daily. It is wholly independent of Lucasfilm (the company responsible for the Star Wars movies), or any other Lucas corporate entity for that matter, and it rivals Lucasfilm's official Star Wars site in both scope and sophistication (TheForce.net includes a chat room). Executives at Lucasfilm describe the site as "an example of our core fan base expressing itself." Lucasfilm should consider using the website for:



A) advertising of other movies unrelated to Star Wars.
B) marketing research.
C) tactical support.
D) cross-tabulations.
E) social audits.



Answer: B

Hot Topic is a retailer that sells to plus-size-only retail stores that cater to women aged 15-30. Hot Topic expects its six Torrid stores to achieve $56 million in revenues in 2003. This $56 million is a(n):

Hot Topic is a retailer that sells to plus-size-only retail stores that cater to women aged 15-30. Hot Topic expects its six Torrid stores to achieve $56 million in revenues in 2003. This $56 million is a(n):



A) marketing objective.
B) market penetration estimate.
C) market share estimate.
D) sales forecast.
E) industry forecast.




Answer: D

An marketing researcher had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. This type of marketing research is called a(n):

An marketing researcher had people choose the sweeter juice from two containers, a red one and a yellow one. The respondents expressed a definite preference although the juice was exactly the same. This type of marketing research is called a(n):



A) hypothesis generation.
B) experiment.
C) deviation test.
D) decision task.
E) focus test.




Answer: B

Which of the following is the BEST example of an unanswerable question for a survey about consumer online privacy?

Which of the following is the BEST example of an unanswerable question for a survey about consumer online privacy?



A) How have your buying habits changed since you started using the Internet?
B) On average, how many hours a week are you on the Internet?
C) What kind of websites do you visit?
D) What was the first day you began using the Internet?
E) How do you pay for purchases you make online?



Answer: D

What is your annual salary? A) 25,000 or less B) 25,000 to 50,000 C) 50,000 to 75,000 D) 75,000 or more. The preceding question has one main problem, it:

What is your annual salary? A) 25,000 or less B) 25,000 to 50,000 C) 50,000 to 75,000 D) 75,000 or more. The preceding question has one main problem, it:



A) is a leading question.
B) is an ambiguous question.
C) unanswerable question.
D) represents two questions in one.
E) contains non-mutually exclusive answers.



Answer: E

Due to India's developing communications infrastructure, 97 percent of all surveys are done in person, and most of this research is held in surroundings that are comfortable for the participants. Interviewers could gather 6 to 10 homemakers that match the participants' socioeconomic backgrounds. Because the women would be comfortable, they would be willing to give their opinions about products, how they use them, and special needs they might have. These women would be participating in a:

Due to India's developing communications infrastructure, 97 percent of all surveys are done in person, and most of this research is held in surroundings that are comfortable for the participants. Interviewers could gather 6 to 10 homemakers that match the participants' socioeconomic backgrounds. Because the women would be comfortable, they would be willing to give their opinions about products, how they use them, and special needs they might have. These women would be participating in a:



A) mall intercept interview.
B) focus group.
C) dichotomous survey.
D) Likert interview.
E) differential interview.



Answer: B

Someone making the statement, "Before we begin this project we'll have to hire someone to interview people to find out how many people in a 50-kilometre radius could use our service, what their average income is, and what their occupations are." is preparing to:

Someone making the statement, "Before we begin this project we'll have to hire someone to interview people to find out how many people in a 50-kilometre radius could use our service, what their average income is, and what their occupations are." is preparing to:



A) collect primary data.
B) collect internal secondary data.
C) collect external secondary data.
D) perform a sensitivity analysis.
E) use probability sampling.




Answer: A

Lauder's Leading Lipstick Index tracks sales of lipsticks. It has noted that during every economic downturn, the sale of lipstick goes up, and since the fall of 2001, sales have been steadily increasing for all brands. According to one expert, "When things get tough, women buy lipstick." Lauder's Leading Lipstick Index gathers __________ data.

Lauder's Leading Lipstick Index tracks sales of lipsticks. It has noted that during every economic downturn, the sale of lipstick goes up, and since the fall of 2001, sales have been steadily increasing for all brands. According to one expert, "When things get tough, women buy lipstick." Lauder's Leading Lipstick Index gathers __________ data.



A) experimental
B) test marketing
C) ethnographic
D) internal secondary
E) observational




Answer: D

Statistics Canada compiles data on immigration, population shifts, education, income, age, and ethnicity. It has specialists who compile, analyze, and publish the data. Individuals and companies access the information as a source of ____________ data.

Statistics Canada compiles data on immigration, population shifts, education, income, age, and ethnicity. It has specialists who compile, analyze, and publish the data. Individuals and companies access the information as a source of ____________ data.



A) primary
B) external secondary
C) observational
D) internal secondary
E) ethnographic


Answer: B

Responsys.com did a survey of some e-commerce companies concerning consumer privacy issues. As a result of the survey, the company announced that 70 percent of all e-commerce companies believe that more government regulation of online privacy is inevitable. Since, Responsys.com did not survey every e-commerce company, how is it able to make this statement?

Responsys.com did a survey of some e-commerce companies concerning consumer privacy issues. As a result of the survey, the company announced that 70 percent of all e-commerce companies believe that more government regulation of online privacy is inevitable. Since, Responsys.com did not survey every e-commerce company, how is it able to make this statement?



A) through the use of statistical inference
B) through the use of universe sampling
C) by collecting secondary data
D) by collecting observational data
E) through data mining




Answer: A

What is the final step in the marketing research approach?

What is the final step in the marketing research approach?



A) Generate reports and recommendations
B) Compile, analyze and interpret data
C) Conduct exploratory research
D) Research plan design
E) Evaluation design




Answer: A

Which of the following is a typical marketing research objective?

Which of the following is a typical marketing research objective?



A) Explore how best to increase sales revenue and profit for Diet Coke by 20 percent in 2004.
B) Discover whether consumers that buy Pampers are aware of gender-specific disposables.
C) Find out why the new line of plus-size clothing is not selling well.
D) Determine whether to offer a new & improved version of an existing product.
E) All of the above are typical marketing objectives.



Answer: E

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called:

The process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions to improve an organization's marketing activities is called:



A) market decision analysis.
B) statistical analysis.
C) marketing research.
D) SWOT analysis.
E) concept testing.


Answer: C

HotOffTheWire.com is a Web wholesaling environment where small and medium-sized retailers can purchase consumer goods merchandise. While retailers use the site to purchase consumer goods for their stores, manufacturers use the site to offer their products to retailers. Because hotoffthewire.com is an independent trading community, you know that:

HotOffTheWire.com is a Web wholesaling environment where small and medium-sized retailers can purchase consumer goods merchandise. While retailers use the site to purchase consumer goods for their stores, manufacturers use the site to offer their products to retailers. Because hotoffthewire.com is an independent trading community, you know that:



A) it charges a fee for its services.
B) it deals with thousands of geographically dispersed buyers and sellers.
C) its product offerings are time sensitive due to potential perishability and obsolescence.
D) its buyers find its offerings and its suppliers easily comparable.
E) all of the above are true.




Answer: E

After conducting a value analysis, a company is able to:

After conducting a value analysis, a company is able to:



A) identify product defects.
B) reduce purchasing costs.
C) increase product value.
D) evaluate the merits of one product in relation to that of its competitor(s).
E) determine a fair but profitable price for purchased products.




Answer: B

Responder Plus Level A vapor protective suit is state-of-the-art. The $790 orange suit will protect the individual wearing it from a broad group of harmful vapors and spills. When the safety engineer noticed a tear in the one that the company has employees wear when cleaning toxic storage bins, he alerted the purchasing agent the the current suit was no longer useable. In terms of the organizational buying process, this is the _____ stage.

Responder Plus Level A vapor protective suit is state-of-the-art. The $790 orange suit will protect the individual wearing it from a broad group of harmful vapors and spills. When the safety engineer noticed a tear in the one that the company has employees wear when cleaning toxic storage bins, he alerted the purchasing agent the the current suit was no longer useable. In terms of the organizational buying process, this is the _____ stage.



A) information search
B) postpurchase behaviour
C) alternative evaluation
D) purchase decision
E) problem recognition



Answer: E

Russ Ross, the owner of a construction company specializing in single family homes, was faced with a problem. His workers relied on Black & Decker brand air-powered hammers to reduce construction time. Recently, the workers informed him several of the hammers were worn out and needed to be replaced. After talking with other members of the buying centre, Mr. Ross decided to purchase Dewalt brand air hammers because of their reduced weight and the longer warranties offered by Dewalt. Ross and the other members of the organizational buying centre were engaged in what type of organizational buying decision?

Russ Ross, the owner of a construction company specializing in single family homes, was faced with a problem. His workers relied on Black & Decker brand air-powered hammers to reduce construction time. Recently, the workers informed him several of the hammers were worn out and needed to be replaced. After talking with other members of the buying centre, Mr. Ross decided to purchase Dewalt brand air hammers because of their reduced weight and the longer warranties offered by Dewalt. Ross and the other members of the organizational buying centre were engaged in what type of organizational buying decision?



A) straight-rebuy
B) new task buy
C) modified new task buy
D) modified rebuy
E) straight new buy




Answer: D

In 2001, Gulfstream Aerospace Corp. sold three Gulfstream V business jets to the Israeli Ministry of Defense for use as Special Electronic Mission Aircraft. One of the hardest jobs the Gulfstream sales team had to perform during the negotiations was to convince the _____ they should be allowed to present the information about Gulfstream planes to the other people in the buying centre who were taking the role of buyers, users, deciders, and influencers.

In 2001, Gulfstream Aerospace Corp. sold three Gulfstream V business jets to the Israeli Ministry of Defense for use as Special Electronic Mission Aircraft. One of the hardest jobs the Gulfstream sales team had to perform during the negotiations was to convince the _____ they should be allowed to present the information about Gulfstream planes to the other people in the buying centre who were taking the role of buyers, users, deciders, and influencers.



A) gatekeepers
B) busybodies
C) whistleblowers
D) obstructionists
E) power-brokers



Answer: A

Bell Zinc is a division of Bell Telephone in Canada. It operates BellZinc.ca, a private exchange that offers goods and services to small- and medium-sized Canadian businesses. It works with approximately 200,000 Canadian businesses. BellZinc.ca is an example of a:

Bell Zinc is a division of Bell Telephone in Canada. It operates BellZinc.ca, a private exchange that offers goods and services to small- and medium-sized Canadian businesses. It works with approximately 200,000 Canadian businesses. BellZinc.ca is an example of a:



A) storefront
B) Web stock exchange.
C) Web commerce room.
D) consortium.
E) e-marketplace.



Answer: E

Which of the following statements about a value analysis is true?

Which of the following statements about a value analysis is true?



A) A value analysis must be performed systematically.
B) The function of a value analysis is to reduce purchase costs.
C) Value analysis is typically performed in the information search stage of the organizational buying process.
D) Value analyses looks at products' design, performance, and quality.
E) All of the above statements accurately describe a value analysis.



Answer: E

Cards of Wood, Inc. is a company that makes and markets micro-thin wood veneer business cards primarily to people in different facets of the woodworking business. A salesperson for Cards of Wood who calls on a company that makes cabinets would have the highest probability of making a sale if he is able to determine who is the _____ in the company's buying centre.

Cards of Wood, Inc. is a company that makes and markets micro-thin wood veneer business cards primarily to people in different facets of the woodworking business. A salesperson for Cards of Wood who calls on a company that makes cabinets would have the highest probability of making a sale if he is able to determine who is the _____ in the company's buying centre.



A) influencer
B) buyer
C) decider
D) user
E) gatekeeper




Answer: C

There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. The perfume's manufacturer is Demeter, and it makes over 150 different fragrances with names like Dirt, Lobster, Dandelion, Sugar Cookie, Brownie, Woodsmoke, Leather, and Turpentine. Demeter buys the distilled scents it mixes and bottles and sells as perfumes in America from a French manufacturer. This transaction would take place in:

There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. The perfume's manufacturer is Demeter, and it makes over 150 different fragrances with names like Dirt, Lobster, Dandelion, Sugar Cookie, Brownie, Woodsmoke, Leather, and Turpentine. Demeter buys the distilled scents it mixes and bottles and sells as perfumes in America from a French manufacturer. This transaction would take place in:




A) the transactional market.
B) the ultimate market.
C) a relational enterprise.
D) the consumer market.
E) the business market.




Answer: E

You use volume constraints to _______________. (Choose Two)

You use volume constraints to _______________. (Choose Two)



A) To allow you to test strategies on a subset of offers.
B To Limit the number of offers made.
C) To limit the number of offers made on a specific channel.
D) To limit the number of contacts with a customer.
E) To enable you test campaigns.



Answer: B & C.

Which of the following statements is true when describing a contact policy?

Which of the following statements is true when describing a contact policy?



A) Contact policies can be defined in campaigns.
B) Once a number of contacts is exceeded it cannot be reset without a manual intervention.
C) You can only use contact policy for the email and SMS channels
D) Once a contact policy is added to the strategy it immediately takes effect.



Answer: D

When executing a distribution test we must _______________.

When executing a distribution test we must _______________.



A) No additional information is required.
B) specify the strategy to be used
C) apply volume constraints
D) refresh starting population




Answer: A

To verify a complete offer journey you navigate to the Test offer tab and specify ? (Choose One)

To verify a complete offer journey you navigate to the Test offer tab and specify ? (Choose One)



A) A valid email address, Start as a starting point and a channel.
B) A Seed List, Start as starting point and a channel.
C) A seed List, a valid email address, Start as a starting point and a channel.
D) A Seed List, with any starting point and a channel.



Answer: B

What function does the Next-Best-Action strategy perform before determining if the customer will be presented with the Sales offers?

What function does the Next-Best-Action strategy perform before determining if the customer will be presented with the Sales offers?



A) The NBA strategy checks the NBORelevant component and if true the Sales issue is chosen
B) The NBA strategy arbitrates to determine if the Sales issue has the highest priority over Service and Retention
C) The NBA strategy uses the propensity of the highest relevant Offer to set the priority of the Sales issue
D) The NBA strategy uses the call reason to boost the priority of the Sales issue so that it is chosen



Answer: B

In the NextBestAction Strategy, the NBA switch evaluates the sub-strategy with the highest position in the list first. What is the name of the shared Boolean parameter that determines the relevancy of each sub-strategy?

In the NextBestAction Strategy, the NBA switch evaluates the sub-strategy with the highest position in the list first. What is the name of the shared Boolean parameter that determines the relevancy of each sub-strategy?



A) .Primary
B) .MostRelevant
C) .Priority
D) .Relevant




Answer: D

- Dictates that each strategy is responsible for determining the conditions under which it becomes relevant to a customer - Allows strategy developers to focus on successful strategy arbitration without having to be concerned about the issue of relevance

Which strategy design principle is summarised below?


- Dictates that each strategy is responsible for determining the conditions under which it becomes relevant to a customer
- Allows strategy developers to focus on successful strategy arbitration without having to be concerned about the issue of relevance



A) Self-Resolution
B) Self-Determination
C) Self-Possession
D) Self-Encapsulation




Answer: D

Which strategy design principle is summarised below?

Which strategy design principle is summarised below?



- Allows the different parties that are responsible for each strategy to maintain and evolve their respective strategies without interfering with, or even being aware of, the details of the other strategies
- Dictates that every decision strategy must be independent of every other strategy


A) Separation of Strategies
B) Separation of Functions
C) Separation of Concerns
D) Separation of Business Areas



Answer: C

What happens with the Next-Best-Action when a call intent is selected from the 'Why is the customer here' panel?

What happens with the Next-Best-Action when a call intent is selected from the 'Why is the customer here' panel?



A) The Next-Best-Action will remain constant and will not be affected by different call intent.
B) The Next-Best-Action is re-evaluated and a new action is recommended.
C) The Next-Best-Action is evaluated for the first time.
D) The Next-Best-Action uses predictive and adaptive models to validate the call reason.




Answer: B

Which of the following scenarios invoke a Campaign validation? (Choose One)

Which of the following scenarios invoke a Campaign validation? (Choose One)



A) When Campaign details like Budget, Expected Audience Size are updated.
B) When a Campaign is submitted for Execution.
C) When the Audience and Marketing Strategy are configured and saved.
D) When invalid values are entered for Campaign details and saved.





Answer: B

You have submitted a Campaign for execution and the Campaign-Run has started processing the Offers. If you are asked to stop further Offers from reaching the customers due to an emergency situation, what action will you take? (Choose One)

You have submitted a Campaign for execution and the Campaign-Run has started processing the Offers. If you are asked to stop further Offers from reaching the customers due to an emergency situation, what action will you take? (Choose One)




A) No action at the moment. You have to wait until the Campaign-run finishes processing all Offers for any further action to be taken.
B) Stop Campaign Run.
C) Recall Campaign.
D) Suspend Campaign.


Answer: B

Which of these statements is true when describing campaign financials?

Which of these statements is true when describing campaign financials?




A) The Campaign Financials details cannot be modified.
B) The campaign financials are updated automatically during campaign execution.
C) The Campaign Financials details can be modified when the Campaign moves to 'Wrap-up' stage.
D) Campaign financials must be entered before campaign can be submitted for execution.



Answer: C

A Seed Test _______________. (Choose Two)

A Seed Test _______________. (Choose Two)



A) never applies the Volume Constraint, even if one is configured in the campaign
B) can be configured to use either a Segment or a Seed List as the test audience
C) does not launch the offer flow steps
D) can be used to test the personalization in the email messages



Answer: A & D.

A Distribution Test _______________. (Choose Two)

A Distribution Test _______________. (Choose Two)




A) does not deliver the offer messages
B) allows you to test the steps in the offer flow
C) always uses a segment as the audience
D) always applies the Volume Constraint if it is configured in the campaign.



Answer: A & C.

When running a Campaign Test, when is the Interaction History is updated?

When running a Campaign Test, when is the Interaction History is updated?



A) When there is an 'Update Status' shape in the offer flow.
B) When you use real customers for testing.
C) Never
D) When you enable the 'Update Interaction History' option before submitting the Campaign Test.




Answer: C

Which statement about a Campaign Test is correct?

Which statement about a Campaign Test is correct?




A) A Campaign Test overwrites the test results each time you run a new test.
B) A Campaign Test can be run only once for a campaign.
C) A Campaign Test can be deleted once created.
D) A Campaign Test generates fewer reports compared to real campaign run reports.




Answer: C

Which of following statements are true about Volume Constraint?

Which of following statements are true about Volume Constraint?



A) The volume limit defined for a constraint is reset based on the reset interval set for that constraint.
B) The number of Offers 'limited' by a Volume Constraint is available in Interaction History.
C) Configuring the Volume Constraint in a Campaign is mandatory.
D) All of the constraints defined in a Volume Constraint must be enabled to be used in a Campaign.




Answer: A

Test run panel is used to _______________.

Test run panel is used to _______________.



A) test the strategy using a Data Transform or Input definition
B) create strategy test cases
C) define the strategy component that will provide results of the strategy execution
D) check the strategy syntax




Answer: A

Which of the following statements are true about the Marketing Strategy component? (Choose Two)

Which of the following statements are true about the Marketing Strategy component? (Choose Two)




A) The system ensures that every customer identified in the Audience will receive at least one Offer.
B) During creation of a Strategy, usually a business Issue and group must be specified.
C) New Strategy properties can be added to the list of properties that will be available in the Strategy output.
D) Basic information like the Strategy Description and Strategy Name are defined in the Strategy Properties tab.



Answer: B & C.

When a customer responds on the inbound channel to an in-flight offer then _________.

When a customer responds on the inbound channel to an in-flight offer then _________.



A) a new offer will be started
B) the offer flow will start from the Start shape
C) the offer flow re-starts from any shape which implements the ticket mechanism
D) the offer flow will re-start from the Inbound Call Centre shape




Answer: C

What is the purpose of the 'Refresh the audience for this campaign' option?

What is the purpose of the 'Refresh the audience for this campaign' option?



A) Updates the customer information in the Interaction History.
B) Updates the segment criteria displayed in the add Segment pop-up windows.
C) The segment results are refreshed before running the campaign.
D) Refreshes the 'Audience' card in campaign configuration screen.




Answer: C

You can configure the campaign to run ____________ (Choose Two)

You can configure the campaign to run ____________ (Choose Two)




A) Once, start immediately.
B) Recurring times, start at a scheduled date and time.
C) Once, start at a scheduled date and time.
D) Recurring times, start immediately.
A) Once, start immediately.



Answer: C

You typically use an outbound campaign instead of a multi-channel campaign, when you ____________.

You typically use an outbound campaign instead of a multi-channel campaign, when you ____________.




A) need predictive analytics to choose the best offer out of two
B) want to target the customers with a single offer
C) want to use Update Status shape in the offer flow
D) want to classify and filter the target customers using decision components



Answer: B

Which statement is true about the Offer?

Which statement is true about the Offer?




A) Once an Offer journey starts, it only halts at the End step. All steps in between are processed continuously and automatically by the system.
B) Only one email can be sent out by any offer flow.
C) The Offer journey for two customers with exactly same profile may take different paths to reach the End.
D) An offer may only contain one start and one end shape.



Answer: C

The segment is populated when ____________ (Choose Two)

The segment is populated when ____________ (Choose Two)



A) it is refreshed by another segment
B) the Run button is pressed
C) Visualization estimates are enabled
D) the Segment is checked in
A) it is refreshed by another segment




Answer: B

Which of these statements are true about building Segments in visualization mode? (Choose Three)

Which of these statements are true about building Segments in visualization mode? (Choose Three)




A) There is always an implicit logical AND condition between the results of one criteria-set and the conditions of next criteria-set.
B) If there are three criteria defined in a criteria-set, and you select all possible sections created by the circles in the Venn diagram (except the region outside the circles), it is equivalent to saying 'Criteria 1 OR Criteria 2 OR Criteria 3'.
C) A criteria-set is allowed to contain fewer than three criteria.
D) The size of the circles in the Venn diagram always represents the count of customers identified by the corresponding condition.
E) When 'Active Visualization Estimates' is turned off, it is not possible to view the criteria in database query (SQL) format by hovering the mouse over the Venn diagram.



Answer: A, B & C.

Which of these statements is true about a refreshable Segment?

Which of these statements is true about a refreshable Segment?



A) A refreshable Segment allows other Segments to automatically refresh it when those other Segments are executed.
B) A refreshable Segment is only populated when another Segment refreshes it.
C) Refreshable Segments must not be used as Audience in a Campaign.
D) It automatically refreshes all Segments referenced by it.




Answer: A

Which of the following statements about Segments are true? (Choose Two)

Which of the following statements about Segments are true? (Choose Two)




A) In the Pega Marketing application, there is a special type of Segment known as the 'Standard Marketing Exclusions and Inclusions' Segment that defines conditions related to global rules and protocols for contacting the customer base.
B) The Audience of a campaign can reference only one Segment.
C) A Segment is meant to be used only as an Audience for a campaign.
D) As part of the Segment configuration, we must set the details of the database table in which the results of the Segment will be stored.
E) To identify a set of customers, a Segment's criteria can comprise a combination of customer attributes, conditions related to past communications made to the customer, and conditions already defined in other Segments.



Answer: B & E.

The essence of Next-Best-Action approach to marketing is to ____________.

The essence of Next-Best-Action approach to marketing is to ____________.



A) optimize the customer value by balancing customer and business needs.
B) not sell anything to the customer unless he/she enquires about it
C) improve the operational efficiency of your business processes.
D) sell more and more products and services




Answer: A

Which statement is true when describing a simulation? (Choose One)

Which statement is true when describing a simulation? (Choose One)



A) The only way to evaluate the results of the simulation is to examine Proposition Distribution report
B) We must use the same data flow rule to compare simulations
C) Simulations are used to write to the Actuals data source.
D) A simulation can be re-executed.



Answer: D

What can we do with Visual Business Director? (Choose One)

What can we do with Visual Business Director? (Choose One)




A) Write results of the simulation to a database table
B) Compare results with external data
C) Examine the customer distribution
D) A/B test two strategies




Answer: D

Simulation results can be written to: (Choose Two)

Simulation results can be written to: (Choose Two)




A) Visual Business Director
B) Customer class
C) Database via SQL
D) Proposition table
E) Database via Class



Answer: A & E.

What is the most efficient method to retrieve the last 60 days of interaction history?

What is the most efficient method to retrieve the last 60 days of interaction history?



A) Add a date filter to the Interaction History component.
B) Use the Group By component as it cannot be done in the Interaction History component.
C) Update Interaction History component to fetch the last 60 days.
D) Set the date property pyStamp in the Interaction History component.



Answer: C

What can we do to access the interaction history of a proposition? (Choose Two)

What can we do to access the interaction history of a proposition? (Choose Two)




A) Enable interaction history in the Proposition Data component.
B) Enable the interaction history strategy property.
C) Use a Data import component to import interaction history.
D) Use the Interaction History component.
E) Nothing, the interaction history is always available.




Answer: A & D.

What is the purpose of the Interaction History component?

What is the purpose of the Interaction History component?




A) To determine if a proposition has been offered before.
B) To retrieve proposition properties.
C) To determine which proposition are available for selection.
D) To verify if the customer is eligible for an offer.



Answer: A

What is the meaning of a dotted line between two decision components?

What is the meaning of a dotted line between two decision components?




A) There are only solid lines in a strategy.
B) A property defined in one is referenced by the other.
C) An optional execution path for a strategy.
D) There is an error.



Answer: B

When are adaptive model instances created?

When are adaptive model instances created?



A) When the Adaptive Model component is added to the strategy.
B) When the strategy is saved.
C) When the strategy containing the Adaptive Model component is executed.
D) When the adaptive model record is defined.




Answer: C

Three things need to be done to configure an adaptive model record. Which? (Choose Three)

Three things need to be done to configure an adaptive model record. Which? (Choose Three)



A) Indicate which customer response values will be used to indicate negative behavior.
B) Indicate which customer properties will be used as predictors.
C) Indicate which customer response values will be used to indicate positive behavior.
D) Indicate the output properties.




Answer: A, B & C.

When is a strategy executed?

When is a strategy executed?




A) Each time a component is updated.
B) When you select "Save & run" during strategy testing.
C) Each time the strategy is saved.
D) When you select the Results component.



Answer: B

Which of the following statements are true when using Test Run panel?

Which of the following statements are true when using Test Run panel?




A) The property values are only updated when a strategy is checked-in.
B) It enables to explore the property values of any of the decision components.
C) It enables to explore the property values of only the proposition components.
D) We must define a data transform before executing the strategy.



Answer: B

Which is a standard interaction history report?

Which is a standard interaction history report?




A) Accept Rate by Proposition Group
B) List of propositions available to the system
C) Reject Rate by Proposition Group
D) Volume by Group




Answer: A

Which of the following is a valid proposition? (Choose Three)

Which of the following is a valid proposition? (Choose Three)



A) A case opened to track and fulfill the change in customer's home address
B) A home insurance bundle shown on the website to people looking for a mortgage
C) A checking account upgrade offered to a savings account customer
D) A complaint booking on wrong billing reported by a customer
E) A case to track the shipment of a replacement credit card to a customer.
F) A message on the call center agent's screen to redirect the customer call to the collections department




Answer: B, C & F.

If a retention strategy is defined under 'Sales' issue then it can access properties: (Choose Two)

If a retention strategy is defined under 'Sales' issue then it can access properties: (Choose Two)



A) As defined at the 'Sales' issue level
B) As defined in the interaction scope
C) As defined at the 'Sales' issue and 'Retention' group level.
D) As defined at the 'All Strategies' level
E) As defined at the 'Service' issue level
A) As defined at the 'Sales' issue level




Answer: D

Where are the propositions defined?

Where are the propositions defined?



A) In a Decision Data rule
B) In Visual Business Director
C) In a strategy
D) On the Decision Data landing page



Answer: A

The Next-Best-Action strategy ____________.

The Next-Best-Action strategy ____________.



A) always presents all available offers
B) can only present top 3 offers
C) can present all available offers
D) can only present the top offer



Answer: C

Which of these best describes Next-Best-Action?

Which of these best describes Next-Best-Action?



A) Ensures that every customer is treated the same.
B) Balances customer need and business objectives.
C) Provides insight into business activities.
D) Ensures that the customer is always satisfied.



Answer: B

To which types of decision can Pega Decision Management be applied? (Choose Three)

To which types of decision can Pega Decision Management be applied? (Choose Three)



A) Determining how to improve your product portfolio to keep from losing market share.
B) Determining which channel to use to communicate with a customer.
C) Determining whether or not to up-sell a product to a customer in a busy call center.
D) Determining which product to offer to a particular customer.
E) Determining why response rates for a campaign in one region are far below average.
F) Diagnosing and determining the cause of a customer's problem.




Answer: B, C & D.

An on-line trading community is called:

An on-line trading community is called:



A) traditional auction
B) e-marketplace
C) e-business center
D) electronic plaza
E) reverse auction




Answer: B

A purpose of supply partnerships is to:

A purpose of supply partnerships is to:



A) increase product costs
B) increase name recognition
C) increase the value of the product
D) increase target markets
E) all of the above



Answer: C

ISO 9000 certification means that the supplier:

ISO 9000 certification means that the supplier:



A) provides an extended service contract
B) has undergone an on-site audit of quality management
C) has met industry standards
D) has exceeded quality requirements set by the government
E) guarantees the quality of its product for an extended time frame.



Answer: B

Organizations buy products and services for one main reason:

Organizations buy products and services for one main reason:



A) To meet consumer demand
B) Increase market share
C) To help achieve objectives
D) To create more product
E) All of the above




Answer: C

The bulk of the buying at the federal level is done by the:

The bulk of the buying at the federal level is done by the:



A) Department of Defense
B) Department of Supply and Services Canada
C) Department of Education
D) Department of Energy Services
E) Department of Environmental Affairs



Answer: B

What are the three types of organizational buyers discussed in the text:

What are the three types of organizational buyers discussed in the text:



A) Industrial, commercial, and government
B) Industrial, reseller, and government
C) Commercial, reseller, and government
D) Commercial, reseller, and industrial
E) Reseller, government, and corporate




Answer: B

Which of the following statements about reverse auctions are true?

Which of the following statements about reverse auctions are true?



A) A buyer communicates a need for a product or service.
B) There are more buyers than sellers with a reverse auction.
C) In reverse auctions, the price increases sequentially.
D) Suppliers never like to engage in reverse auctions.
E) All of the above statements about reverse auctions are true.



Answer: A

Bell Zinc is a division of BCE. It operates BellZinc.ca, a private exchange that offers goods and services to small- and medium-sized Canadian businesses. It works with approximately 200,000 Canadian businesses. BellZinc.ca is an example of a(n):

Bell Zinc is a division of BCE. It operates BellZinc.ca, a private exchange that offers goods and services to small- and medium-sized Canadian businesses. It works with approximately 200,000 Canadian businesses. BellZinc.ca is an example of a(n):



A) storefront.
B) Web stock exchange.
C) Web commerce room.
D) consortium.
E) e-marketplace.


Answer: E

Which one of the following conditions must be present for the existence of an independent e-marketplace?

Which one of the following conditions must be present for the existence of an independent e-marketplace?



A) thousands of geographically dispersed buyers and sellers
B) volatile prices caused by demand and supply fluctuations
C) time sensitivity due to perishable offerings and changing technologies
D) easily comparable offerings between a variety of suppliers
E) All of the above are examples of a condition that must be present for the existence of an independent e-marketplace.



Answer: E

To increase a company's chances of selling products to an organization, the company should:

To increase a company's chances of selling products to an organization, the company should:



A) understand the structure of the buying center.
B) understand the technical and business functions represented.
C) understand the behavior of the buying center.
D) understand the influence of each member of the buying center.
E) do all of the above.




Answer: E

The ______ stage in the organizational buying process may be marked by the sales or market research department discovering that a competitor has improved the competitive product.

The ______ stage in the organizational buying process may be marked by the sales or market research department discovering that a competitor has improved the competitive product.



A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) Post-purchase behaviour



Answer: A

In an effort to make better and more efficient purchase decisions, the Ford Motor Company forms loosely organized groups of people who work together on purchase decisions. The people included in these groups change depending on the purchase situation and may include key personnel from various departments, including research and development, finance, marketing, shipping, and sales. Such a loosely organized group of people within an organization who are involved in the purchase decision is correctly called an organizational:

In an effort to make better and more efficient purchase decisions, the Ford Motor Company forms loosely organized groups of people who work together on purchase decisions. The people included in these groups change depending on the purchase situation and may include key personnel from various departments, including research and development, finance, marketing, shipping, and sales. Such a loosely organized group of people within an organization who are involved in the purchase decision is correctly called an organizational:



A) selling committee.
B) functional unit.
C) purchasing unit.
D) buying center.
E) decision-making unit.



Answer: D

If the purchase is a new buy for a manufacturer, the seller should be prepared to act as a consultant to the buyer, work with technical personnel, and:

If the purchase is a new buy for a manufacturer, the seller should be prepared to act as a consultant to the buyer, work with technical personnel, and:





A) expect a long time for a buying decision to be reached.
B) expect a lot of conflict.
C) expect specifications to be changed many times before the buy is completed.
D) expect to have to do some favours for the decision-makers.
E) entertain lavishly.




Answer: A

There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. The perfume's manufacturer is Demeter, and it makes over 150 different fragrances with names like Dirt, Lobster, Dandelion, Sugar Cookie, Brownie, Woodsmoke, Leather, and Turpentine. Demeter buys the distilled scents it mixes and bottles and sells as perfumes in America from a French manufacturer. One of the first perfumes ever sold under the Demeter brand was Fresh Water. When Christopher Brosius, the owner of the company, reorders the distilled scents needed to make another batch of Fresh Water perfume, it would most likely be an example of a:

There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. The perfume's manufacturer is Demeter, and it makes over 150 different fragrances with names like Dirt, Lobster, Dandelion, Sugar Cookie, Brownie, Woodsmoke, Leather, and Turpentine. Demeter buys the distilled scents it mixes and bottles and sells as perfumes in America from a French manufacturer. One of the first perfumes ever sold under the Demeter brand was Fresh Water. When Christopher Brosius, the owner of the company, reorders the distilled scents needed to make another batch of Fresh Water perfume, it would most likely be an example of a:




A) new buy.
B) straight re-buy.
C) conditional re-buy.
D) make-buy.
E) standard buy.




Answer: B

The screenwriter walked into the production company office expecting to talk to an executive of the company about producing the writer's idea for a new television situation comedy. As he entered the office, the receptionist said, "I'm sorry, you can't see my boss. Please leave your manuscript and I'll read it. If it's any good, I'll show it to Ms. Friedman who will then get back to you." The receptionist was assuming which buying center role?

The screenwriter walked into the production company office expecting to talk to an executive of the company about producing the writer's idea for a new television situation comedy. As he entered the office, the receptionist said, "I'm sorry, you can't see my boss. Please leave your manuscript and I'll read it. If it's any good, I'll show it to Ms. Friedman who will then get back to you." The receptionist was assuming which buying center role?



A) gatekeeper
B) buyer
C) decider
D) influencer
E) user



Answer: A

Cards of Wood, Inc. is a company that makes and markets micro-thin wood veneer business cards primarily to people in different facets of the woodworking business. A salesperson for Cards of Wood who calls on a company that makes cabinets would have the highest probability of making a sale if he is able to determine who the __________ is in the company's buying center.

Cards of Wood, Inc. is a company that makes and markets micro-thin wood veneer business cards primarily to people in different facets of the woodworking business. A salesperson for Cards of Wood who calls on a company that makes cabinets would have the highest probability of making a sale if he is able to determine who the __________ is in the company's buying center.



A) influencer
B) buyer
C) decider
D) user
E) gatekeeper



Answer: C

There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. The perfume's manufacturer is Demeter, and it makes over 150 different fragrances with names like Dirt, Lobster, Dandelion, Sugar Cookie, Brownie, Woodsmoke, Leather, and Turpentine. Demeter is solely owned and operated by Christopher Brosius. He is responsible for selecting the scents that will be sold under the Demeter brand. In terms of the buying center, Brosius has the roles of:

There are many perfumes on the market, but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties. The perfume's manufacturer is Demeter, and it makes over 150 different fragrances with names like Dirt, Lobster, Dandelion, Sugar Cookie, Brownie, Woodsmoke, Leather, and Turpentine. Demeter is solely owned and operated by Christopher Brosius. He is responsible for selecting the scents that will be sold under the Demeter brand. In terms of the buying center, Brosius has the roles of:



A) influencer and user.
B) gatekeeper, buyer, decider, and influencer.
C) gatekeeper, buyer, influencer, and user.
D) decider and buyer.
E) gatekeeper, buyer, user, influencer, and decider.



Answer: B
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