CPCM 000 Final Exam Questions & Answers
100% Correct!!
Data Sharing: (Can share Competitive Data with Retailers & Vendor partners can share it with me)
Data Considerations: (Need to understand which measures are additive)
Trends Analysis: (Can compare Quarterly data to understand Seasonality and Annual data for overall
Trends)
Data Significance: (Need to confirm if # of Buyers is large enough) - ANSWERPanel Data guidelines
% of Buyers in a particular Demographic Group - ANSWERIn the context of Consumer Demographics
data, "Distribution of Buyers" refers to:
False - ANSWERTruth or False? The following is an accurate formula for calculating buyer conversion:
Category Buyers Shopping in Category ÷ Total Buyers
Category Leakage - ANSWERThe loss of $ Volume in a Category stemming from a Retailer's current
Shopper purchasing the same Category in a Competitive Retailer
Measures - ANSWERWhich of the following is not a typical type of Custom Aggregate that can be
provided by Syndicated data providers such as Nielsen and I R I?
Competitive Gap analysis - ANSWERWhich of the following evaluations is least likely to be done with
Point-of-Sale data in isolation from other available data?
Average Household Expenditures: Spending $ per household
Shopper Conversions: % of a banner's Shoppers purchasing the product group within that banner
$ Share of Requirements: % of category $ spent in all outlets on the product group
Penetration: % of households that bought the product group - ANSWERShopper Panel Measure
definitions
Incremental - ANSWERIf your overall Brand Strategy is to drive sales through Trade Spend, then
_________ Sales growth is critical.
Assortment - ANSWERA combination of POS for sales results + Retail Measurement data for item
market opportunities + Consumer Decision Tree data would result in what type of cross data
analysis?
Ensure that the data has been properly segmented - ANSWERWhich of the following is the LEAST
important consideration when combining data SOURCES to draw insights?
Baseline Drivers - ANSWERProduct Distribution.
Regular/Base Price.
Shelving.
, New Product launch.
Marketing.
Direct Mail campaign.
Incremental Drivers - ANSWERAds/Circulars
TPR/Promoted Price
Price reduction
Promotion
Display
$ per Buyer formula - ANSWERNumber of Purchase Occasions times (x) $ per Trip
Penetration formula - ANSWERNumber of Households buying the product group ÷ Total number of
Households
Share of Requirements formula - ANSWERBrand A Volume purchased ÷ Category Volume purchased
by Brand A Buyers times (x) 100
% Repeat Buyers formula - ANSWERNumber of Buyers who purchased Brand A more than once ÷
Total number of Brand A Buyers
Terms on the left, best description on the right - ANSWER* The most important tactic: Assortment -
"no distribution = no sales"
* Item level or SKU level: Lowest product level in a Retailer's assortment
* "In distribution": Regularly stocked and available items
* Merchandise Mix or Product Range: A Retailer's product offering
Assortment Strategies - ANSWERMarket Coverage Objective: Focus on the top items being sold in the
total market using a target coverage objective
Private Label Strategy: Limited national brand presence, with focus on Private Label
Quality Level: Premium products targeted to high income customers OR less expensive, lower quality
items
Large Size Strategy: Majority of brands and segments represented through large sizes only
First to Market: Focus on "speed to market" for all new product launches
Broad Assortment: Stock as many items as possible. Offer unique & different products.
Sales per Point of Distribution - ANSWERWhich Assortment analytic is LEAST EFFECTIVE at a Brand
and Segment level [before completing Item Level analysis]?
Assortment measures - ANSWERShare per SKU: Gives an average share that each item in a product
grouping carries [e.g. Brand or Segment].
Item Share: Calculates the percentage of items that each Brand or Segment carries.
100% Correct!!
Data Sharing: (Can share Competitive Data with Retailers & Vendor partners can share it with me)
Data Considerations: (Need to understand which measures are additive)
Trends Analysis: (Can compare Quarterly data to understand Seasonality and Annual data for overall
Trends)
Data Significance: (Need to confirm if # of Buyers is large enough) - ANSWERPanel Data guidelines
% of Buyers in a particular Demographic Group - ANSWERIn the context of Consumer Demographics
data, "Distribution of Buyers" refers to:
False - ANSWERTruth or False? The following is an accurate formula for calculating buyer conversion:
Category Buyers Shopping in Category ÷ Total Buyers
Category Leakage - ANSWERThe loss of $ Volume in a Category stemming from a Retailer's current
Shopper purchasing the same Category in a Competitive Retailer
Measures - ANSWERWhich of the following is not a typical type of Custom Aggregate that can be
provided by Syndicated data providers such as Nielsen and I R I?
Competitive Gap analysis - ANSWERWhich of the following evaluations is least likely to be done with
Point-of-Sale data in isolation from other available data?
Average Household Expenditures: Spending $ per household
Shopper Conversions: % of a banner's Shoppers purchasing the product group within that banner
$ Share of Requirements: % of category $ spent in all outlets on the product group
Penetration: % of households that bought the product group - ANSWERShopper Panel Measure
definitions
Incremental - ANSWERIf your overall Brand Strategy is to drive sales through Trade Spend, then
_________ Sales growth is critical.
Assortment - ANSWERA combination of POS for sales results + Retail Measurement data for item
market opportunities + Consumer Decision Tree data would result in what type of cross data
analysis?
Ensure that the data has been properly segmented - ANSWERWhich of the following is the LEAST
important consideration when combining data SOURCES to draw insights?
Baseline Drivers - ANSWERProduct Distribution.
Regular/Base Price.
Shelving.
, New Product launch.
Marketing.
Direct Mail campaign.
Incremental Drivers - ANSWERAds/Circulars
TPR/Promoted Price
Price reduction
Promotion
Display
$ per Buyer formula - ANSWERNumber of Purchase Occasions times (x) $ per Trip
Penetration formula - ANSWERNumber of Households buying the product group ÷ Total number of
Households
Share of Requirements formula - ANSWERBrand A Volume purchased ÷ Category Volume purchased
by Brand A Buyers times (x) 100
% Repeat Buyers formula - ANSWERNumber of Buyers who purchased Brand A more than once ÷
Total number of Brand A Buyers
Terms on the left, best description on the right - ANSWER* The most important tactic: Assortment -
"no distribution = no sales"
* Item level or SKU level: Lowest product level in a Retailer's assortment
* "In distribution": Regularly stocked and available items
* Merchandise Mix or Product Range: A Retailer's product offering
Assortment Strategies - ANSWERMarket Coverage Objective: Focus on the top items being sold in the
total market using a target coverage objective
Private Label Strategy: Limited national brand presence, with focus on Private Label
Quality Level: Premium products targeted to high income customers OR less expensive, lower quality
items
Large Size Strategy: Majority of brands and segments represented through large sizes only
First to Market: Focus on "speed to market" for all new product launches
Broad Assortment: Stock as many items as possible. Offer unique & different products.
Sales per Point of Distribution - ANSWERWhich Assortment analytic is LEAST EFFECTIVE at a Brand
and Segment level [before completing Item Level analysis]?
Assortment measures - ANSWERShare per SKU: Gives an average share that each item in a product
grouping carries [e.g. Brand or Segment].
Item Share: Calculates the percentage of items that each Brand or Segment carries.
