CMKG CPCM Course 1-11 Quizzes-Knowledge Checks (COMBINED) Exam Questions and Answers

CMKG CPCM Course 1-11 Quizzes-Knowledge Checks (COMBINED) Exam Questions and Answers C. Total $ sales -Answer-Total # of Buyers X $ Per Buyer = A. penetration B. $ Share of requirements C. Total $ sales D. Buying rate A. All of these answers are correct -Answer-Which one of the following constitutes a limitation of Consumer Panel data? A. All of these answers are correct B. Club or warehouse purchases (if consumers purchase products for business, groups, or associations). C. Missed trips (if Consumers forget to record or Scan impulse or instant consumable purchases). D. Embarrassment categories (if Con don't Want to be associated with certain products that they purchase). A. Household penetration -Answer-The percentage of households buying the product group is called: A. Household penetration B. Share of requirements C. Conversion D. Shopper conversion B. The loss of $ volume in a Category Stemming from a retailer's current shopper purchasing the same Category in a competitive retailer -Answer-Which of the following is the most accurate definition of category leakage? A. The loss of volume from Category buyers that have never purchased in retailer's Store B. The loss of $ volume in a Category Stemming from a retailer's current shopper purchasing the same Category in a competitive retailer C. The loss of volume from a lapsed shopper in a category to another retailer D. None of these answers are correct E. The loss of volume in Category from all shoppers B. Not applicable. Comparing SOR across different channels is misleading because SOR is related to penetration. -Answer-Refer to the table. The share of requirements (SOR) in this chart is compared across channels. True or False. Regional Grocery has the highest share of requirements and has the highest loyalty in the market. A. True. Regional Grocery is the most loyal channel in the market for this category B. Not applicable. Comparing SOR across different channels is misleading because SOR is related to penetration. C. False. Regional Grocery is not the most loyal channel in the market for this category. E. Current penetration and buying rate ($ per buyer/avg. household expenditures) vs. year ago - Answer-If a brand's $ sales are up versus year ago, you should review which two panel measures to determine what drove the results? A. Purchase Size and buying rate vs year ago B. Purchase frequency and buying rate ($ per buyer 'avg. household expenditures) vs. previous period C. None of these answers are correct D. Purchase Size and frequency vs. previous period E. Current penetration and buying rate ($ per buyer/avg. household expenditures) vs. year ago C. it is based on shoppers perceived deals (vs how it scans in POS data) -Answer-How is "% Sold on Deal" in Panel Data different than "% Sold on TPR" or other deal measures in POS data? A. There is no difference B. It only refers to volume, not $ C. it is based on shoppers perceived deals (vs how it scans in POS data) D. It refers to in-store discounts B. By attracting new buyers to the category. -Answer-What is the best way for retailers increase category penetration ? A. By increasing the # of trips per buyer. B. By attracting new buyers to the category. C. By increasing share of requirements. D. By increasing the $$ per tripper buyer. D. Increased purchase cycle -Answer-Which of the following actions would have the least impact on growing category sales? A. Increased purchase frequency B. Increased transaction size C. Increased penetration D. Increased purchase cycle B. False -Answer-True or false? The following is an accurate formula for calculating buyer conversion: (Category Buyers Shopping in Category) / (Total Buyers) A. True B. False D. Penetration. buying rate, frequency, and purchase size before and after introduction. -Answer- To determine if new items in a categor