SMPS CPSM Professional Certification Quiz!
- 1.Marketing goals are most effective when they are:
- A.
Qualitative and related to a firm's goals.
- B.
Quantifiable and flexible.
- C.
Related to a firm's profitability.
- D.
Specific, measurable, and achievable.
- 2.The term market position refers to the:
- A.
External perception of the firm compared to its competition.
- B.
Firm's perception of itself compared to its competition.
- C.
Firm's percentage of market share.
- D.
Market's response to economic fluctuations.
- 3.A well-designed and implemented marketing plan will:
- A.
Determine the current level of client satisfaction
- B.
Analyze the effectiveness of the firm’s past marketing efforts
- C.
Analyze the effectiveness of the firm’s client relationship management system
- D.
Focus marketing efforts to make effective use of a firm’s resources
- 4.An effective network can save substantial time by:
- A.
Providing coverage when a firm is understaffed.
- B.
Validating information on clients and projects.
- C.
Designing a firm's marketing strategy.
- D.
Providing information on fees.
- 5.After a marketing plan has been developed, if market research identifies a new market niche opportunity, the marketing professional should:
- A.
Prepare a news release identifying the market niche and announcing the firm's intent to enter the new area of practice.
- B.
Announce the firm's intent to enter the new area of practice to employees in an in-house newsletter.
- C.
Conduct additional research to identify other market niche opportunities before acting on the first one.
- D.
Inform management about the opportunity, and with management concurrence, bring about a new focus in the firm's marketing materials.
- 6.Secondary research about market trends involves which of the following?
- A.
Facilitating client focus groups
- B.
Networking at a client industry trade show
- C.
Gathering data from U.S. Census Bureau
- D.
Conducting competitive analyses
- 7.Which of the following is the most appropriate first step in conducting marketing research?
- A.
Determine desired work.
- B.
Determine market size.
- C.
Determine market maturity.
- D.
Determine feasibility.
- 8.Which of the following is an example of quantitative research?
- A.
A business publication conducting surveys to determine growth potential of a project delivery method.
- B.
A firm conducting a focus group to determine their clients’ perception of the firm’s services.
- C.
A business development professional meeting with a prospective client to determine when an RFP will be issued.
- D.
A marketing professional calling government agencies to determine funding availability for a municipal project.
- 9.A major shortcoming of developing a marketing budget based on the prior year's budget is that it:
- A.
Depends on an accounting of year-to-date costs for labor and expenses.
- B.
Requires a projection of increases or decreases in each market-cost line item.
- C.
Overlooks the goals of the marketing plan for the coming year.
- D.
Depends on a stable, established marketing effort.
- 10.Knowledge of a firm's strengths and weaknesses, changes in the business environment, historical trends, and management goals are:
- A.
Components of a firm's mission statement.
- B.
Useful in assessing the firm's marketing budget.
- C.
The basis for selecting target markets.
- D.
Critical for developing a public relations plan.
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