Exam (elaborations)
CPCM 000 FINAL EXAM
- Course
- Institution
Exam of 13 pages for the course CPCM 000 at CPCM 000 (CPCM 000 FINAL EXAM)
[Show more]
Content preview
CPCM 000 FINAL EXAMData 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) - Answer- Panel Data guidelines
% of Buyers in a particular Demographic Group - Answer- In the context of Consumer Demographics data, "Distribution of Buyers" refers to:
False - Answer- Truth or False? The following is an accurate formula for calculating buyer conversion: Category Buyers Shopping in Category ÷ Total Buyers
Category Leakage - Answer- The loss of $ Volume in a Category stemming from a Retailer's current Shopper purchasing the same Category in a Competitive Retailer
Measures - Answer- Which 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 - Answer- Which 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 - Answer- Shopper Panel Measure definitions
Incremental - Answer- If your overall Brand Strategy is to drive sales through Trade Spend, then _________ Sales growth is critical.
Assortment - Answer- A 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 - Answer- Which of the following is the LEAST important consideration when combining data SOURCES to draw insights?
Baseline Drivers - Answer- Product Distribution.
Regular/Base Price.
Shelving.
New Product launch. Marketing.
Direct Mail campaign.
Incremental Drivers - Answer- Ads/Circulars
TPR/Promoted Price
Price reduction
Promotion
Display
$ per Buyer formula - Answer- Number of Purchase Occasions times (x) $ per Trip
Penetration formula - Answer- Number of Households buying the product group ÷ Total number of Households
Share of Requirements formula - Answer- Brand A Volume purchased ÷ Category Volume purchased by Brand A Buyers times (x) 100
% Repeat Buyers formula - Answer- Number 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 - Answer- Market 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 - Answer- Which Assortment analytic is LEAST EFFECTIVE at a Brand and Segment level [before completing Item Level analysis]?
Assortment measures - Answer- Share 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.
Fair Share Index: Comparison between a Brand or Segment's Share of Items and their Category $ share.
The target number of items - Answer- Pareto Curve analysis helps you to determine
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Greaterheights. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $12.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67866 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now