©FYNDLAY 2025 ALL RIGHTS RESERVED
APMP Foundation Certification Exam
Questions and Answers 100% Pass
Market Identification - ANS The ongoing activity that defines and qualifies target markets for
pursuing business.
Opportunity Plan - ANS A documented plan that is developed during the opportunity
planning phase to identify actions and strategies to position your customer to be the
customer's preferred bidder.
Price-to-Win - ANS A process for analyzing competitive and customer data to identify how to
package and price a winning offer to a customer.
SWOT - ANS The analysis performed by organizations to address competitive positioning and
identify the outcomes needed to develop a compelling proposal response that wins the
business. It emphasizes the internal environment.
Benefit - ANS Results from a feature of an offer that resolves a customer issue and
demonstrates the value the customer can achieve from resolving the issue.
Clarification - ANS Communication to eliminate minor irregularities or apparent clerical
mistakes in an RFP or in a proposal.
Compliance Matrix - ANS A list of specific customer requirements, often splitting complex,
multi-part requirements into sub-requirements. It helps proposal managers and internal
reviewers verify that the proposal meets all the requirements.
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, ©FYNDLAY 2025 ALL RIGHTS RESERVED
Compliant versus Responsiveness - ANS Compliance is the act of meeting stated
requirements. Responsiveness goes beyond compliance and addresses customer goals,
underlying concerns, and key issues and values that might not be spelled out in the solicitation.
Customer Focus - ANS A customer-focused bid clearly addresses the problem the customer
has agreed they are trying to solve and demonstrates how your solution meets their goals.
Customer Issues - ANS Customer concerns that the offer will resolve. Issues may be the
business outcomes the customer is trying to achieve.
Customer Requirements Feature - ANS The attributes and specifications of a product or
service as determined by the customer.
Hot Buttons - ANS Singularly important issues or sets of issues that are likely to drive
decisions, usually associated with customer buying decisions. Hot button issues are items that
the customer repeatedly discusses and often are problems with a system, software, process, or
resources inhibiting the success of the customer's organization.
Non-Compliant Bids - ANS A bid or proposal that does not meet the customer's
requirements.
Protest - ANS Written objection by an interested party to a solicitation, cancellation of a
solicitation, contract award, or termination of a contract award.
Reponse Matrix - ANS A derivative of the compliance matrix. It is a roadmap for evaluators,
pointing to specific proposal response for each compliance item. The matrix may also contain a
summary response. It identifies where in the proposal you have addressed each of the
solicitation requirements.
Competitive Intelligence (CI) - ANS Objectively understanding the strengths, weaknesses, and
strategies of companies competing against your company for business. CI is a well-defined
business practice to understand the competitive forces and market dynamics that affect your
company's viability and long-term profitability.
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, ©FYNDLAY 2025 ALL RIGHTS RESERVED
Customer Intelligence - ANS An understanding of a customer's needs--spoken and unspoken-
-and the capabilities desired of a vendor/contractor to support requirements. It is a key
element of the sales and opportunity development process that occurs well in advance of
responding to a bid or RFP.
Executive Summary - ANS A short abstract of the main points of the offer aimed at the
senior-level decision makers in the customer's organization. It is the section of a proposal that
provides an overview of the offer and highlights the key selling points for customer decision
makers.
Account Plan - ANS A sales plan that is specific to one customer and covers multiple
opportunities with that customer.
Action Caption - ANS A short, informative statement associated with a graphic that provides
additional information to help the reader understand what the graphic means.
Active/Passive Voice - ANS Sentences written in active voice have a clear subject and verb.
They make it clear who does what. Passive-voice sentences are considered weaker because the
subject receives the action instead of performing it. Passive sentences usually contain a form of
the verb "to be".
Advantage - ANS How, in the seller's opinion, a product or service may benefit the customer.
Advantages are potential benefits and are more powerful than features.
Aesthetics - ANS A set of principles regarding the nature and appreciation of beauty. The
study of aesthetics increases the validity of many critical judgments concerning art.
After-Action Review - ANS A systematic process to extract the learning from an event or
activity. The process addresses the questions, What should have happened? What actually
happened? What can we learn and apply for the future?
©FYNDLAY 3
APMP Foundation Certification Exam
Questions and Answers 100% Pass
Market Identification - ANS The ongoing activity that defines and qualifies target markets for
pursuing business.
Opportunity Plan - ANS A documented plan that is developed during the opportunity
planning phase to identify actions and strategies to position your customer to be the
customer's preferred bidder.
Price-to-Win - ANS A process for analyzing competitive and customer data to identify how to
package and price a winning offer to a customer.
SWOT - ANS The analysis performed by organizations to address competitive positioning and
identify the outcomes needed to develop a compelling proposal response that wins the
business. It emphasizes the internal environment.
Benefit - ANS Results from a feature of an offer that resolves a customer issue and
demonstrates the value the customer can achieve from resolving the issue.
Clarification - ANS Communication to eliminate minor irregularities or apparent clerical
mistakes in an RFP or in a proposal.
Compliance Matrix - ANS A list of specific customer requirements, often splitting complex,
multi-part requirements into sub-requirements. It helps proposal managers and internal
reviewers verify that the proposal meets all the requirements.
©FYNDLAY 1
, ©FYNDLAY 2025 ALL RIGHTS RESERVED
Compliant versus Responsiveness - ANS Compliance is the act of meeting stated
requirements. Responsiveness goes beyond compliance and addresses customer goals,
underlying concerns, and key issues and values that might not be spelled out in the solicitation.
Customer Focus - ANS A customer-focused bid clearly addresses the problem the customer
has agreed they are trying to solve and demonstrates how your solution meets their goals.
Customer Issues - ANS Customer concerns that the offer will resolve. Issues may be the
business outcomes the customer is trying to achieve.
Customer Requirements Feature - ANS The attributes and specifications of a product or
service as determined by the customer.
Hot Buttons - ANS Singularly important issues or sets of issues that are likely to drive
decisions, usually associated with customer buying decisions. Hot button issues are items that
the customer repeatedly discusses and often are problems with a system, software, process, or
resources inhibiting the success of the customer's organization.
Non-Compliant Bids - ANS A bid or proposal that does not meet the customer's
requirements.
Protest - ANS Written objection by an interested party to a solicitation, cancellation of a
solicitation, contract award, or termination of a contract award.
Reponse Matrix - ANS A derivative of the compliance matrix. It is a roadmap for evaluators,
pointing to specific proposal response for each compliance item. The matrix may also contain a
summary response. It identifies where in the proposal you have addressed each of the
solicitation requirements.
Competitive Intelligence (CI) - ANS Objectively understanding the strengths, weaknesses, and
strategies of companies competing against your company for business. CI is a well-defined
business practice to understand the competitive forces and market dynamics that affect your
company's viability and long-term profitability.
©FYNDLAY 2
, ©FYNDLAY 2025 ALL RIGHTS RESERVED
Customer Intelligence - ANS An understanding of a customer's needs--spoken and unspoken-
-and the capabilities desired of a vendor/contractor to support requirements. It is a key
element of the sales and opportunity development process that occurs well in advance of
responding to a bid or RFP.
Executive Summary - ANS A short abstract of the main points of the offer aimed at the
senior-level decision makers in the customer's organization. It is the section of a proposal that
provides an overview of the offer and highlights the key selling points for customer decision
makers.
Account Plan - ANS A sales plan that is specific to one customer and covers multiple
opportunities with that customer.
Action Caption - ANS A short, informative statement associated with a graphic that provides
additional information to help the reader understand what the graphic means.
Active/Passive Voice - ANS Sentences written in active voice have a clear subject and verb.
They make it clear who does what. Passive-voice sentences are considered weaker because the
subject receives the action instead of performing it. Passive sentences usually contain a form of
the verb "to be".
Advantage - ANS How, in the seller's opinion, a product or service may benefit the customer.
Advantages are potential benefits and are more powerful than features.
Aesthetics - ANS A set of principles regarding the nature and appreciation of beauty. The
study of aesthetics increases the validity of many critical judgments concerning art.
After-Action Review - ANS A systematic process to extract the learning from an event or
activity. The process addresses the questions, What should have happened? What actually
happened? What can we learn and apply for the future?
©FYNDLAY 3
