About This Chapter
AMA PCM Exam: Retailing & Multichannel Marketing - Chapter Summary
Determine the functions, trends and types of multichannel marketing and retailing through the detailed lessons in this chapter. Lesson topics that will prepare you for the AMA PCM exam include:
- Purpose of channel intermediaries
- Wholesale intermediary types and retail distribution strategies
- Pros and cons of multichannel and non-store retailing
- Retailing and marketing relationships
Carefully reviewing the information in these lessons and utilizing the end-of-chapter quiz will help you assess if you're fully prepared for these types of questions on the certification exam. Use video transcripts or timelines to re-examine topics, if needed, or ask our instructors any questions you may have.
AMA PCM Exam: Retailing & Multichannel Marketing Chapter Objectives
The AMA PCM certification demonstrates a marketing professional's mastery of key marketing principles and knowledge. The questions on the exam for this certification combine marketing education and experience to assess for mastery in eight domains. This chapter covers principles found in the Value Delivery domain, which accounts for 10% of exam questions. The lessons in this chapter will help you define and analyze retail marketing strategies, product distribution and the challenges and benefits of various retail types. The chapter quiz provides an opportunity to practice answering these types of questions in a similar format as the actual exam.
The exam contains 150 multiple-choice questions , each of which must be answered before moving on to the next question. The test is administered online in a proctored setting and must be completed in three hours.
1. Channel Intermediaries: Definition and Function in Business
Marketing managers must have an effective physical distribution strategy, and companies must be able to deliver their products to the consumer. Most managers utilize channel intermediaries to help with transactional, logistical and facilitating functions. Learn more about this process here.
2. Types of Wholesale Intermediaries
One of the challenges facing many manufacturers of consumer products is getting products in front of consumers. In this lesson, you'll learn about types of wholesale intermediaries and the roles they play in the product distribution process.
3. Retail Distribution Strategies
Retailers, such as department stores, discount stores and boutiques, sell most consumer products. In this lesson, you'll learn about different retail distribution strategies that manufacturers employ to get their products in front of consumers.
4. Non-Store Retailing: Types, Trends & Examples
Most individual consumers purchase products through retailers. Physical 'brick and mortar' stores are not the only type of retailing in the marketplace. In this lesson, you'll learn about retailing beyond traditional retail stores.
5. Retailing's Role in Marketing: Definition and Dimensions
When you start a retail store, there are many things to consider, from the type of service you'll offer to the scale of the business. In this lesson, you will learn about retailing's role in marketing and the different forms retail stores can take.
6. Multichannel Retailing: Definition, Benefits & Challenges
This lesson will identify the benefits of multichannel retailing, such as customer loyalty and improved analytics. We will also look at challenges, such as information security and personnel time. Examples of multichannel retailing will be given.
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Other chapters within the AMA PCM Exam Study Guide - Professional Certified Marketer course
- AMA PCM Exam: Fundamentals of Marketing
- AMA PCM Exam: Marketing Ethics
- AMA PCM Exam: Marketing Analysis
- AMA PCM Exam: Consumer Behavior
- AMA PCM Exam: Business-to-Business Marketing
- AMA PCM Exam: Global Marketing
- AMA PCM Exam: Segment Targeting & Positioning
- AMA PCM Exam: Marketing Research
- AMA PCM Exam: Branding & Packaging Decisions
- AMA PCM Exam: Products & Services
- AMA PCM Exam: Pricing Concepts & Methods
- AMA PCM Exam: Supply Chain & Channel Management
- AMA PCM Exam: Integrated Marketing Communications
- AMA PCM Exam: Advertising, Public Relations & Sales Promotion
- AMA PCM Exam: Direct Marketing & CRM
- AMA PCM Exam: Interactive Marketing - Internet/Social Media
- AMA PCM Exam: Interactive Marketing - Personal Selling & Sales Management
- AMA PCM Exam: Marketing Metrics
- AMA PCM Exam Study Guide - Professional Certified Marketer Flashcards