Exam (elaborations)
CPCA Exam Vocabulary
CPCA Exam Vocabulary
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CPCA Exam Vocabularyactivity based costing (abc) - ANS-an accounting method that enables a business to understand
more clearly how and where it makes a profit. it identifies all major costs associated to relevant
activities and then down to product level
all commodity volume (acv) - ANS-the total sales volume reported for a store or group of stores
assortment/range - ANS-a selection of products that are chosen based on the number of
attributes (including consumer need, retailer strategy) that maximizes efficiency and commercial
return within a category or store
base depth - ANS-the physical distance (usually expressed in inches) between the back and
front of the base shelf
base shelf - ANS-the lowest shelf of a fixture
base sales/baseline sales - ANS-those sales of a product that would have occurred had there
been no promotional or marketing activity
blocking - ANS-the grouping of products together within a fixture to produce a clearer display
and reduce consumer confusion. products can be blocked either horizontally or vertically in a
fixture.
brand blocking - ANS-a group of products blocked by brand
brand cannibalization - ANS-switching of sales within a brand (ex. switching from 64 oz
Gatorade to 32 oz Gatorade)
brand loyalty - ANS-defined as a measure of the expenditure on one brand as a proportion of
expenditure by a household on all brands within a category or subcategory
case size - ANS-the number of products in a case
category - ANS-products or services grouped together to reflect consumer usage or purchase
occasion
category decision tree/purchase decision hierarchy - ANS-the order of priority in which shoppers
make their purchasing decisions. this hierarchy is usually described as a family tree + details the
various attributes (price, flavor, size, brand, etc.)
, category management - ANS-the systematic development of a market segment within a retail
environment with the intended outcome to grow share of all commodity volume. it groups like
products together.
cluster - ANS-a group (consumers, stores, locations) that identifies 'like' characteristics or similar
attributes. ranges can be targeted at cluster groups to better meet consumer needs. stores can
be clustered and managed depending on the catchment area
brand switching brand cannibalization - ANS-switching of sales from one brand to another
usually as a result of a promotion (ex. customers purchasing coke + switching to Pepsi)
color blocking - ANS-merchandising a group of products by the product color or packaging color
consumer - ANS-the end user of a product. the consumer is not necessarily the same as the
shopper, who is the person that buys the product/service. (Customer is often used by retailers
when referring to the consumer.)
consumer demand/consumer sales - ANS-the average daily sales of a product
core range - ANS-products that form the "must stock" range within a store or category. the
products offer what is regarded as the "minimum" choice and usually includes key brands
cross merchandising - ANS-the display of a product in a different category to its usual location,
due to an associated relationship (ex. can openers in the canned food section). Cross
merchandising assumes there is an element of lateral thinking and shopper logic to the
purchase.
cubic foot/cube - ANS-the literal shelf space that a three dimensional cube would occupy
days on hand/days stock - ANS-the average inventory (in units) divided by the average daily
movement of the unit
depth (of product or tray) - ANS-the physical space (usually expressed in inches) measured
from the front to the back of a product or tray
depth (of range) - ANS-refers to the number of variants or sizes of a product within a range. a
deep range may include a large number of product sizes within the same product. finite in-store
shelf space usually necessitates a trade off between 'depth of range' vs 'width of range'
direct product cost (dpc) - ANS-a method of assigning all costs of a particular product
(manufacturing, distribution, stockholding, handling, store displays, etc.) directly to that product
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