Exam (elaborations)
CPCM 000 FINAL EXAM
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Exam of 13 pages for the course CPCM 000 at CPCM 000 (CPCM 000 FINAL EXAM)
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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
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