CPCA Flashcards - Brainscape

Question 1

Every retailer develops an pverarching strategy to establish their unique place in the mind of the —-.
1. Shopper
2. Supplier
3. Manufacturer

Answer 1

Shopper

Question 2

The retailer strategy accomplishes which of the following?
1. Guides all decisions in the organization
2. Ensures united strategy in retailer’s organization
3. Aligns with category plans
4. All of the above

Answer 2

All of the above

Question 3

True or false: To dominate an item level assortment in one market, retailers need the largest and widest selection of a product category in every store that the retailer operates.

Answer 3

F

Question 4

Which of the following are common retail channels?
1. Mass
2. New
3. Natural
4. Rural
5. Grocery

Answer 4

Mass, Natural, Grocery

Question 5

When retailers define their approach to —, they determine what level of engagement they have with shopper.
1. Product assortment
2. Pricing
3. Product placement
4. Service
5. Promotion

Answer 5

Service

Question 6

True or false: Retailers should strive to serve the needs of every shopper.

Answer 6

F

Question 7

[blank] can increase sale significantly because the stand out compared to in-aisle placement.
1. In-store merchandising
2. Online merchandising
3. In-store displays
4. Category adjacencies

Answer 7

In-store displays

Question 8

Which step in the category management process pertains to a retailer’s strategy?
1. Step 2: Category definition
2. Step: Goal setting
3. Step 6: Plan Implementation
4. None of the above

Answer 8

None of the above

Question 9

Promotion is a tactic that relates to which of the following?
1. Service
2. Pricing
3. Assortment
4. Merchandising

Answer 9

Pricing and merchandising

Question 10

True or false: A retailer’s competitive set conists of all brick and mortar retailers that offer similar assortment and operate in the same geography?

Answer 10

F

Question 11

What are the 4 prerequisites for category management?
1. Date & Insights, Organizational Alignment, Collaborative Mindset, Vendor Agreements
2. Date & Insights, Organizational Alignment, Collaborative Mindset, Technical Tools/Automation
3. Date & Insights, Organizational Alignment, Vendor Agreements, Technical Tools/Automation

Answer 11

Date & Insights, Organizational Alignment, Collaborative Mindset, Technical Tools/Automation

Question 12

What was the impetus for creating the CatMan 3.0 Model?
1. The grocery industry consolidated
2. Increased importance of eCommerce
3. Increased data availability and complexity

Answer 12

Increased importance of eCommerce & Increased data availability and complexity

Question 13

Considerations for which perspective will give you the winning formula in category management?
1. The shopper
2. The retailer
3. The vendor
4. All three

Answer 13

All three

Question 14

Some retailers ask key category vendors to take on a leadership role in their ctegory management process. These category captains help provide which of the following?
1. Shopper insights
2. Expertise
3. Labor assistance
4. Unbiased recommendations
5. All of the above

Answer 14

All of the above

Question 15

When defining their overall strategy, retailers know that to succeed in the marketplace the must win with the [blank].
1. Vendor
2. Supplier
3. Shopper
4. Category captain

Answer 15

Shopper

Question 16

True or false: To win with the shopper, retailers must achieve competitive superiority on price, assortment, and customer service.

Answer 16

F

Question 17

Within the CatMan 3.0 process, what step ensure the shopper’s want and needs guide the decisions made throughout the CatMan process?
1. Step 1: Insights immersion
2. Step 2: Category definition
3. Step 3: Internal and external alignment
4. Step 4: Goal setting and scorecard

Answer 17

Step 1

Question 18

Which step of the CatMan process is the most robust, and includes the 4P’s?
1. Step 1: Insights immersion
2. Step 2: Category definition
3. Step 3: Internal and external alignment
4. Step 4: Goal setting and scorecard
5. Step 5: Tactics

Answer 18

Step 5

Question 19

Which of the following are stages in the category management maturity curve?
1. Testing
2. Adopting
3. Practicing
4. Deploying

Answer 19

Testing, adopting and practicing

Question 20

True or false: Category management is not a one-time event, but an ongoing approach to business.

Answer 20

T

Question 21

Category definitions determine which groups of products belong together based on shopper needs. Which of the following questions is�least likely�to determine which products should be grouped together?
1. What products deliver the solution to a similar shopper need?
2. Which products are substituable in shopper usage?
3. Which product, when priced similarly, build incremental sales?
4. Which products have similarities that, when manged together, create a total store effect for the shopper?

Answer 21

Which product, when priced similarly, build incremental sales?

Question 22

True or false: Category definition and segmentation should be employed whether addressing brick and mortar, online or hybrid models.

Answer 22

T

Question 23

Category definition impacts which of the following areas of the business?
1. Which products are included in the category.
2. How products are segmented.
3. How category tactics are determined
4. All of the above

Answer 23

All of the above

Question 24

True or false: A category should have the same definition across all retailers

Answer 24

F

Question 25

True or false: Without a category decision tree, the category cannot be segmented at an item level.

Answer 25

F

Question 26

A shopper-centric category definition make it [blank] for shoppers to find products. 1. Difficult 2. Time-consuming 3. Easy 4. Frustrating

Answer 26

Easy

Question 27

True or false: Maintaining item level segmentation is an ongoing process for retailers and suppliers.

Answer 27

T

Question 28

Since online is free of physical constraints, categories are managed more often by which of the following? 1. Strategic unit 2. Mode of storage/display 3. Retailer preference 4. Need-state

Answer 28

Need state

Question 29

Which of the following are strategies used to group products into a category? 1. Total store effect 2. Target shopper 3. Similar shopper need 4. New innovation 5. Substitutable

Answer 29

Total store effect, similar shopper need, substitutable

Question 30

The goal is for insights, and [blank] wants and needs, to guide the decisions made throughout the category management process. 1. Retailer 2. Supplier 3. Shopper 4. Employee

Answer 30

Shopper

Question 31

True or false: Your insights immersion should only include in-store insights gathering.

Answer 31

F

Question 32

The [blank] sets the stage for the category management process by asking fundemental questions about overall market dynamics, and challenging your hypothesis about your shoppers and the enviroment that influences them. 1. Omnichannel shopper decisions 2. Insights immersion 3. Omnichannel shopper mindsets 4. Current category definition

Answer 32

Insights immersion

Question 33

True or false: A current category understanding is assumed upon entering the insights immersion step of the category management process.

Answer 33

T

Question 34

Which channel lends itself well to "testing and learning" about new ways to organize a category? 1. Small format 2. Brick and mortar 3. Online 4. Natural/Health and Wellness

Answer 34

Online

Question 35

It's time to build your insights library. Select all data sets you want included. 1. A current CDT 2. Recent omnichannel journey insights, including online 3. 10 year old shopper segmentation 4. Only instore category data 5. Overall market data

Answer 35

38354

Question 36

The omnichannel shopper framework can be a great guide to conducting research around which item(s) in your insights library? 1. POS data 2. Brand health tracker 3. Shopper segmentation 4. Shopper journey/path to purchase

Answer 36

36954