1
CMA Exam Questions
True or False. Category Management is only possible if you have a full
suite of data and automated tools to work with. - Correct Answer-False -
You can do category management - just less sophisticated - with limited
data & technology
Match up each component to their best description:
1. Category Assessment
2. Category Tactics
3. Category Scorecard
4. Category Strategies - Correct Answer-1. Uncovers the biggest areas
of opportunity for the retailer.
2. Creates action in the category and can have significant impact on
sales and profits.
3. Tracks how the retailer is doing vs. category goals and targets.
4. Defines differentiated purposes for categories in the store.
What are the 4 prerequisites for category management? - Correct
Answer-Data, Organizational Alignment, Collaborative Approach,
Technical Tools/Automation
Which of the following statements regarding allocation of resources to
categories is most accurate? - Correct Answer-Retailers should allocate
resources to the category based on the category's overall importance to
the store and to their shoppers.
1
, 2
Consideration for which perspective will give you the winning formula in
category management? - Correct Answer-All 3 of these perspectives are
important for a winning formula (Consumer, Retailer, Vendor)
There are several roles that retails may ask their vendors to participate
in. _________ or Vendor Advisors may be responsible for providing
labor assistance and helping them grow the category for the retailer.
_________ or Validators refer to vendors that a retailer selects to
provide supplemental data, resources, analytics, ideas, (and often a
second opinion). This results in a team capable of producing enough
business analysis and tactical programs to make the category
management process succeed for the retailer. - Correct Answer-
Category Captains, Category Advisors
Which of the following answers presents the original category
management 8-step process defined by the joint industry in the correct
sequence? - Correct Answer-1. Category Definition
2. Category Role
3. Category Assessment
4. Category Scorecard
5. Category Strategies
6. Category Tactics
7. Plan Implementation
8. Category Review
Following are components of the category plan. Which element is where
a retailer's opportunity gaps are determined? - Correct Answer-Market
and Category Assessment
2
, 3
"To attract customer traffic down the aisle", "to increase impulse
purchases", and "to turf protect" are examples of what? - Correct
Answer-Category Strategies
In which retail channel is category management practiced? - Correct
Answer-All of these answers are correct (Online, Drug, Mass + Club,
Grocery)
In which of the following retailer strategy examples can only one retailer
really "own" the strategy with the consumer within a market? - Correct
Answer-Cheapest Price
True or False. Retailers may have more than one type of store format so
that they can attract different types of shoppers to each the different
formats. - Correct Answer-True
Retailer X focuses their strategies on their very important customer.
Their fresh areas like deli, meats, and products have a wide assortment
of products, and they have a carryout service and in-store childcare.
They maintain consistent pricing slightly above market price. What would
their overall strategy most likely be? - Correct Answer-Great shopping
experience and/or easiest to shop
Which of the following is a question that would LEAST likely be
addressed in the retailer strategy phase in category management? -
Correct Answer-What are category tactics?
Which of the following statements best represents an attribute of a Club
(large format) store? - Correct Answer-They tend to have lower
operating expenses and less overhead, so prices are generally lower
3
, 4
A retailer's strategy will affect: - Correct Answer-All of the answers are
correct. (Category Roles, Category Strategies, and Category Tactics)
Which type of private label branding is "a no name brand" often used to
indicate the lowest cost alternative options? - Correct Answer-Generic
Brand
Store Layout, Aisle layout, and category adjacency plans should all be
included in what piece of the retailer's strategy? - Correct Answer-
Product Placement
The retailer's operations team can have significant influence over
implementation of category plans at a store level. Which of the following
is the responsibility that retail operations would have the LEAST
influence over? - Correct Answer-They develop overall strategies for the
retailer
Which tactic is most influenced by a retailer's Private Label/Store Brand
strategy? - Correct Answer-All of the answers are correct. (Product
Assortment, Product Placement, Promotion, Pricing)
True or False. Maintaining item level segmentation is an ongoing
process for retailers and suppliers. - Correct Answer-True. As new items
are brought in. They need to be properly segmented. This is usually tied
into the new product launch process. Because of remerchandising,
space allocation; missing trends occurring in the marketplace.
How a retailer defines a category has implications on different areas of
the retailer's business. Match each of these areas on the left with the
best description of what's more specifically affected by the category
definition on the right.
4
CMA Exam Questions
True or False. Category Management is only possible if you have a full
suite of data and automated tools to work with. - Correct Answer-False -
You can do category management - just less sophisticated - with limited
data & technology
Match up each component to their best description:
1. Category Assessment
2. Category Tactics
3. Category Scorecard
4. Category Strategies - Correct Answer-1. Uncovers the biggest areas
of opportunity for the retailer.
2. Creates action in the category and can have significant impact on
sales and profits.
3. Tracks how the retailer is doing vs. category goals and targets.
4. Defines differentiated purposes for categories in the store.
What are the 4 prerequisites for category management? - Correct
Answer-Data, Organizational Alignment, Collaborative Approach,
Technical Tools/Automation
Which of the following statements regarding allocation of resources to
categories is most accurate? - Correct Answer-Retailers should allocate
resources to the category based on the category's overall importance to
the store and to their shoppers.
1
, 2
Consideration for which perspective will give you the winning formula in
category management? - Correct Answer-All 3 of these perspectives are
important for a winning formula (Consumer, Retailer, Vendor)
There are several roles that retails may ask their vendors to participate
in. _________ or Vendor Advisors may be responsible for providing
labor assistance and helping them grow the category for the retailer.
_________ or Validators refer to vendors that a retailer selects to
provide supplemental data, resources, analytics, ideas, (and often a
second opinion). This results in a team capable of producing enough
business analysis and tactical programs to make the category
management process succeed for the retailer. - Correct Answer-
Category Captains, Category Advisors
Which of the following answers presents the original category
management 8-step process defined by the joint industry in the correct
sequence? - Correct Answer-1. Category Definition
2. Category Role
3. Category Assessment
4. Category Scorecard
5. Category Strategies
6. Category Tactics
7. Plan Implementation
8. Category Review
Following are components of the category plan. Which element is where
a retailer's opportunity gaps are determined? - Correct Answer-Market
and Category Assessment
2
, 3
"To attract customer traffic down the aisle", "to increase impulse
purchases", and "to turf protect" are examples of what? - Correct
Answer-Category Strategies
In which retail channel is category management practiced? - Correct
Answer-All of these answers are correct (Online, Drug, Mass + Club,
Grocery)
In which of the following retailer strategy examples can only one retailer
really "own" the strategy with the consumer within a market? - Correct
Answer-Cheapest Price
True or False. Retailers may have more than one type of store format so
that they can attract different types of shoppers to each the different
formats. - Correct Answer-True
Retailer X focuses their strategies on their very important customer.
Their fresh areas like deli, meats, and products have a wide assortment
of products, and they have a carryout service and in-store childcare.
They maintain consistent pricing slightly above market price. What would
their overall strategy most likely be? - Correct Answer-Great shopping
experience and/or easiest to shop
Which of the following is a question that would LEAST likely be
addressed in the retailer strategy phase in category management? -
Correct Answer-What are category tactics?
Which of the following statements best represents an attribute of a Club
(large format) store? - Correct Answer-They tend to have lower
operating expenses and less overhead, so prices are generally lower
3
, 4
A retailer's strategy will affect: - Correct Answer-All of the answers are
correct. (Category Roles, Category Strategies, and Category Tactics)
Which type of private label branding is "a no name brand" often used to
indicate the lowest cost alternative options? - Correct Answer-Generic
Brand
Store Layout, Aisle layout, and category adjacency plans should all be
included in what piece of the retailer's strategy? - Correct Answer-
Product Placement
The retailer's operations team can have significant influence over
implementation of category plans at a store level. Which of the following
is the responsibility that retail operations would have the LEAST
influence over? - Correct Answer-They develop overall strategies for the
retailer
Which tactic is most influenced by a retailer's Private Label/Store Brand
strategy? - Correct Answer-All of the answers are correct. (Product
Assortment, Product Placement, Promotion, Pricing)
True or False. Maintaining item level segmentation is an ongoing
process for retailers and suppliers. - Correct Answer-True. As new items
are brought in. They need to be properly segmented. This is usually tied
into the new product launch process. Because of remerchandising,
space allocation; missing trends occurring in the marketplace.
How a retailer defines a category has implications on different areas of
the retailer's business. Match each of these areas on the left with the
best description of what's more specifically affected by the category
definition on the right.
4
