ama PCM Exam Questions

Questions for the PCM were updated on : Nov 21 ,2025

Page 1 out of 22. Viewing questions 1-15 out of 316

Question 1

Which of the following aspects is directly responsible for determining the zone of tolerance of
customers?

  • A. The brand awareness of a product
  • B. The breadth of the product mix
  • C. The importance of each service quality dimension
  • D. The complexity of the product or service
  • E. The type of labeling used
Answer:

C

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Question 2

_____ represents the difference between what the customer really wants and what he or she will
accept before going elsewhere.

  • A. Strength of preference
  • B. Threshold level
  • C. Service quality gap
  • D. Voice-of-customer
  • E. Zone of tolerance
Answer:

E

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Question 3

The service quality dimension of assurance refers to:

  • A. the ability to perform the service dependably and accurately.
  • B. the willingness to help customers and provide prompt service.
  • C. the caring, individualized attention provided to customers.
  • D. the knowledge of and courtesy by employees and their ability to convey trust and confidence.
  • E. the appearance of physical facilities, equipment, personnel, and communication materials.
Answer:

D

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Question 4

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

  • A. Service intangibility
  • B. Service heterogeneity
  • C. Service quality
  • D. Service inseparability
  • E. Service perishability
Answer:

C

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Question 5

Empowerment of employees helps to address the delivery gap because:

  • 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.
Answer:

A

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Question 6

By setting appropriate service standards and measuring service performance, firms can attempt to
close a __________ gap.

  • A. seniority
  • B. knowledge
  • C. standards
  • D. delivery
  • E. communication
Answer:

C

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Question 7

The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the
commuter train into the city. The sign in the window promises ""Quick, In-and-Out Service,"" and
usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff
behind the counter was more interested in gossiping about their social lives than in waiting on
customers. Marielle's shop is suffering from a _____.

  • A. knowledge gap.
  • B. standards gap.
  • C. social expectations gap.
  • D. delivery gap.
  • E. communications gap.
Answer:

D

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Question 8

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?

  • A. Intangibility
  • B. Heterogeneity
  • C. Perishability
  • D. Inseparability
  • E. Nonstorability
Answer:

B

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Question 9

Lilli visits her hair stylist to get a haircut. Lilli wants to know how she would look after the haircut.
Unlike a dress, Lilli cannot try a haircut before she gets it. Lilli's inability to get a partial haircut or a
preview of it illustrates the _____ of a haircut.

  • A. intangibility
  • B. heterogeneity
  • C. perishability
  • D. inseparability
  • E. nonstorability
Answer:

D

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Question 10

How can firm decrease the depth of the product mix?

  • A. By adding a new product to an existing product line
  • B. By deleting products to realign resources
  • C. By eliminating loss-making product lines
  • D. By introducing an existing product line in a new markets
  • E. By deleting product lines in one market and moving them to another market
Answer:

B

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Question 11

Marielle Farm sells bakery and dairy products in the U.S. It sells three varieties of cheese, six types of
breads, four types of jams, five types of cookies, and eight different varieties of croissants. What is
the breadth of Marielle's product mix in this scenario?

  • A. 3
  • B. 4
  • C. 5
  • D. 6
  • E. 8
Answer:

C

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Question 12

A local Target retailer carries a variety of different items. A customer can find anything ranging from
socks, DVD’s, and sports gear to groceries. This is an example of the __________ carried by Target.

  • A. breadth of product mix
  • B. depth of product line
  • C. breadth of product line
  • D. versatility of product line
  • E. depth of the product mix
Answer:

A

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Question 13

Tamika wants to buy a pair of shoes. She is not sure of the exact brand or the type of shoe that she
wants to buy. She goes from one store to another trying on different shoes. She settles for a pair of
Laurin sports shoes that cost $70 from Queen and Lavada. Laurin sports shoes represent _____.

  • A. convenience products
  • B. specialty products
  • C. shopping products
  • D. industrial products
  • E. unsought products
Answer:

C

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Question 14

Which of the following is most likely to be considered a convenience product?

  • A. A lamp
  • B. A haircut
  • C. Running shoes
  • D. A can of soda
  • E. Concert tickets purchased online
Answer:

D

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Question 15

Which of the following stages of a product life cycle attracts laggards?

  • A. introduction
  • B. growth
  • C. maturity
  • D. harvest
  • E. decline
Answer:

E

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